MARKETING STRATEGIES FOR THE PROCESSED SWEET POTATO PRODUCTS: CASE STUDIES OF CONSUMERS IN MUANG DISTRICT, SAKON NAKHON PROVINCE
Keywords:
Marketing Mix, Consumer Behavior, Sweet Potato Processed ProductsAbstract
The study of marketing strategies for new processed sweet potato products had three objectives. (1) To study consumer behavior in purchasing processed sweet potato products. (2) To study the marketing mix factors in purchasing processed sweet potato products. (3) To investigate the different consumer behavior affecting the marketing mix factors that affect consumers’ purchases of processed sweet potato products. This research adopted a survey approach and used a questionnaire to collect data. Researchers used the Cochran method to estimate the sample sizes with the confidence level at 95 percentage. The sample consisted of 400 samples by purposive random sampling from consumers in the Muang district, Sakon Nakhon province. Descriptive statistics employed in this research were frequency, percentage, mean, and standard deviation-the hypothesis testing by t-test, F-test, and LSD. The research results revealed that the marketing mix’s opinion level of overall marketing mix factors presented at the high-important level (x ̅ = 4.38). Interestingly, consumers commented on the marketing mix as product factors (x ̅ = 4.42), price factors (x ̅ = 4.38), promotion factors (x ̅ = 4.36), and place/ channels factors (x ̅ = 4.34), respectively. The hypotheses test resulted that the product distribution selection and purchase amount per time had resulted in different factors affecting the purchase of processed sweet potato products, statistically significant at a level of 0.05. Furthermore, the output of this research, the strategic marketing plan for sweet potatoes crackers, was presented as guidelines for the farmer of food product manufacturers to add value to agriculture productivity.
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