ส่วนผสมทางการตลาด 4P’s ที่มีผลต่อการตัดสินใจซื้อผักมาตรฐาน GAP จากโครงการเกษตรแปลงรวมแก้จน ของผู้บริโภคในตลาดเกษตรสร้างสุข มหาวิทยาลัยราชภัฏบุรีรัมย์ Marketing Mix 4P's Affectก Purchasing Decision Standard Vegetables GAP Combined Agriculture Project of Consumers in The Happy Agricultural Market Buriram Rajabhat University

Abstract

This research aims to study was to study the 4P's marketing mix that affects the decision to purchase GAP standard vegetables from the integrated agricultural project. Of consumers in the happy agricultural market Buriram Rajabhat University by quota random sampling the data was collected using a questionnaire. Selected from those who have used the service in the happy agricultural market. Buriram Rajabhat University The research team has determined the size of the sample. Using the formula of Taro Yamane (1973), the acceptable error was 5% and the sample size was 385 people.

          The research results showed that most of the consumers were female. Aged between 41-50 years old with a bachelor's degree and most of them are government employees. Having marital status Their average monthly income was between 15,001 and 30,000 baht. Consumers had buying decision-making behaviors based on the objectives of buying, taking into account their health and that of their family members, and purchasing frequency once a week. Each time you buy, spend an average of 60-100 baht. Reference groups that influence purchasing decisions. The 7 most commonly consumed vegetables are kale, brinjal, cucumber, yard long bean, chili, spring onion and coriander. It was found that consumers gave the most importance to the price. Especially the price must match the quality. Secondly, consumers give importance to it at a high level. Regarding the distribution channel, there are 2 main factors: space and location must be safe. And the products are sorted into categories. The third order is marketing promotion. At a high level There must be marketing promotion, discount, exchange, giveaway, giveaway, and the last of the marketing mix. That influence the decision to purchase vegetables according to GAP standards from the Combined Agricultural Project of consumers in the happy agricultural market Buriram Rajabhat University is the product factor Which consumers pay attention to in making decisions from quality certification standards that are certified as safe vegetables according to GAP standards with a statistical significance of 0.01.