MARKETING MIX IN BUYING OF JASMINE RICE PACKED IN THE TRADITIONAL TRADE THE CONSUMER IN NONTHABURI

Abstract

Abstract

          The objectives of the study were to study (1) personal characteristics of consumers in Nonthaburi Province (2) the important rate of the marketing mix in buying of jasmine rice packed in the traditional trade of consumers (3) to compare the characteristics of consumers in Nonthaburi Province with marketing mix in buying of jasmine rice packed in the traditional trade. The sample consisted of 420 consumers

who had purchased packaged jasmine rice in a market located outside a department store. The questionnaire was used to collect data. The data were analyzed by using descriptive statistics including frequency, percentage, mean, standard deviation, inferential statistics using t-test and one-way ANOVA. The differences in pairs test were conducted by using the LSD (Least Significant Difference) method.

          The results showed that most of the respondents were female, aged between 36-40 years old with marriage. The respondents were graduated with a bachelor's degree and had an average monthly income between 10,001 – 20,000 baht. The overall result in all aspects showed that the marketing mix in buying of jasmine rice packed in the traditional trade of consumers in Nonthaburi Province was rated as a high level of importance. The hypothesis testing revealed that consumers with different personal characteristics specified the importance of marketing mix in buying of jasmine rice packed in the traditional trade of consumers in Nonthaburi Province with a statistically significant difference at 0.05 level.