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The objectives of this research were; 1) to study the strengths, weaknesses, opportunities and obstacles of dates. of date palm farmers in Uthai District Phra Nakhon Si Ayutthaya Province: A Case Study of Suan Khu Yai Thong and 2) Comparison of attitudes on marketing mix of old and new dates of date palm farmers in Uthai District Phra Nakhon Si Ayutthaya Province A case study of Suan Khun Yai Thong This research is a qualitative research. Collect data with structured in-depth interviews. from 7 key informants from Uthai District Phra Nakhon Si Ayutthaya Province by using a qualitative research method using an in-depth interview method.
The results of the research showed that; 1) the strengths, weaknesses, opportunities and obstacles of dates found that Thai people prefer packaging that is beautiful. Durable and popular with clear and reliable labels. And the price is diversified, you can buy the required quantity. And Thai people like the convenience of online trading, so it is one of the appropriate channels. 2) Comparison of attitudes on marketing mix of the old and new Suan Phut Thong dates. Consumer attitudes towards the marketing mix are that consumers prefer the new marketing mix, i.e. Packaging Type 2 is attractive to buy, Label Type 2 is reliable, Facebook Fanpage Type 2 has high level of credibility, and affect purchase intention.