Marketing Mix Factors Affecting the Decision of Latex Distribution Channels for Rubber Farmers in Nakhon Si Thammarat Province

Abstract

This research aimed to study factors of marketing mix affecting the decision to select latex distribution channels of farmers in Nakhon Si Thammarat Province. The sample group used in this research is latex farmers in Nakhon Si Thammarat Province. The sample was obtained by calculating according to Taro Yamane's formula. 400 farmers then were determined by using purposive sampling. The collected data were analyzed by percentage, mean, standard deviation, Pearson's Correlation Coefficient, and Stepwise Multiple Linear Regression Analysis at a significant level of 0.05.

The research results revealed that the overall level of opinion on marketing mix factors and latex distribution channel selection was moderate. When considering each aspect, it was found that the aspect

of latex had the highest average and level of opinions on the decision to choose a distribution channel for latex showed that the overall picture was at a high level. When testing the hypothesis using a stepwise multiple-step regression analysis of the marketing mix factors affecting the decision of the latex distribution channel in Nakhon Si Thammarat Province, it was found that the marketing mix factor, price ( = 0.25), latex (  = 0.24) and marketing promotion (  = 0.18) respectively influenced the decision of the distribution channel of latex by 31 percent. On the other hand, the marketing mix factor in the distribution location and the personal side was found to have no influence on the decision to select the distribution channel of agricultural latex in Nakhon Si Thammarat Province.