RELATION BETWEEN MARKETING MIX (4P) TO FINANCIAL RETURN IN CREATING COMPETITIVE POTENTIAL OF KRAYASART KLUAI KHAI PRODUCTS, KAMPHAENG PHET PROVINCE

Abstract

This research article aimed: 1. To study the cost and returns of banana crispy snack products in Kamphaeng Phet Province. 2. To study the consumers’ opinions on the marketing mix (4P) of Banana Krayasart products in Kamphaeng Phet Province and 3. To study the relationship between the marketing mix (4P’s) and the financial returns in creating the competitive potential of Banana Krayasart products in Kamphaeng Phet Province, conducted by the mixed research methods. The data source for the production of Khanom Krayasart and financial performance data were the Khanom Krayasart Banana Product Group, Lan Dok Mai Tok Sub-District, Kosamphi Nakhon District, Kamphaeng Phet Province, and the samples were 400 consumers. The research instruments used were interview scripts for the production of Khanom Krayasart,  financial information questionnaires, and consumer opinions questionnaires on the marketing mix (4P’s).

The research results were found that the income from product sales was 16,625 baht. The production cost (per production cycle) was 12,428 baht, with the highest cost being the cost of raw materials used in production at 7,744 baht, or 62.31 percent, followed by the cost of operating expenses at 3,484 baht, or 28.03 percent, and the lowest cost was the labor cost for production, which was 1,200 baht, or 9.66 percent. The results of the relationship test between marketing mix (4P’s) and financial return on investment in creating competitive potential of banana crispy snack products in Kamphaeng Phet Province were found that marketing mix (4P’s) in terms of price had a positive relationship with financial return in terms of net profit by statistically significant level at 0.05 with little or low correlation (r=.388, Sig=.045).