Guidelines for the Development of Marketing Mix for the Melon Entrepreneurs in Pimai District, Nakhon Ratchasima Province

Abstract

            The objectives of this mixed-method research were: 1) to study the marketing mix of melon entrepreneurs in Pimai district, Nakhon Ratchasima province; and 2) to study guidelines for the development of marketing mix of melon entrepreneurs in Piami district. Research tools were an interview form and a questionnaire. The sample group for a quantitative study consisted of 6 melon entrepreneurs and the sample group for a qualitative study comprised of 384 melon consumers. Statistical devices used for data analysis consisted of frequency, percentage, mean, and standard deviation. The study found that product and price are the marketing mix factors that affecting the purchasing decision of melon of people in Pimai district, Nakhon Ratchasima province at the highest level. On the other hand, place and promotion are the marketing mix factors influencing the purchasing decision of melon of people at a high level. According to guidelines for the development of marketing mix, the study showed that, in term of product, melons that are fresh from the garden should be brought to sell and melons should be kept fresh at all times. Further, a packaging should be developed to look attractive. According to price, quality melons should be selected and have clear references from the source of purchase. For place, public relations should be made through all online media channels and focus more on online marketing. Finally, in term of promotion, there should be a promotion by placing various labels that are noticeable and attractive and create a page for promoting the agritourism of melon garden.