Marketing Strategies Affecting the Purchase Intention for Fermented Fish Powder

Abstract

            This research studied the attitude toward marketing mixes, comparing the original and the improved versions of Samanuar Fermented Fish Powder, and analyzed those attitudes and purchase intentions as categorized by sociodemographic variables. This study also examined the relationship between the attitudes toward marketing mixes and the purchase intention. Purposive sampling was employed. The regular buyers or consumers of fermented fish who live in Bangkok and its vicinity were selected as samples for the study. Online questionnaires (Google Form) were used as data collection instruments for the total sample size of 383. The statistical methods used for hypothesis testing were the following: Paired Samples t-test, Independent Samples t-test, One Way ANOVA, and Pearson Correlation. The results indicated that most of the respondents were female, Gen Y (aged between 19 and38 years old). Most of them were single and had a bachelor’s degree or higher. Their average household income was between 18,001 and 50,000 Baht. The hypothesis testing revealed that the improved version of marketing mixes had a higher mean value than the original version. Gender and income differences did not cause differences in attitude and purchase intention, but age and education did; that is, Gen Z and Gen Y consumers had a higher mean value of attitude toward the price (35 Baht) and attitude toward online distribution channels. Furthermore, those who had no bachelor’s degree had a higher mean value of attitude toward the price (35 baht) and attitude toward sales promotion. With regards to the marketing mixes, the results indicated that the top three factors influencing the purchase intention were Facebook advertising, online distribution channels, and the price of the product.