Marketing Mix Strategic Affecting the Decision to Buy of Pomelo Tubtim Siam (Geographical Indication)
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Abstract
This academic article aims to present marketing mix strategies that affect the purchasing decision of Pomelo Tubtim Siam, (geographical indication) Pak Phanang District, Nakhon Si Thammarat Province. It consisted of four strategies: product, price, distribution channel, and marketing promotion. Including the concept of purchasing decisions, namely problem perception, and needs information, seeking alternative assessment purchase decisions, and post-purchase behavior as a framework for analysis.
Findings are as follows: (1) Tubtim Siam pomelo fruit products have a distinctive identity and have a size compact, Its skin color is like an emerald, The taste is sweet, fragrant, and soft, and the flesh is red to dark. Similar to the Siam Ruby gem. “Tubtim Siam pomelo is the king of pomelos”with quality and geographic indication standards. (2) In terms of price, the average selling price is higher, approximately 150-250 baht per fruit. It has a unique identity and is in demand in both domestic and international markets. (3) Distribution channels in supermarkets and online markets Delivered to the hands of consumers is called “Home market” through the logistics system (4) Marketing promotion Received support from the private and government sectors. It is a fruit to the stage of the APEC 2022 Leaders, Meeting, OTOP trade show, Classified as eco-tourism, farmers, way of life, modern packaging, and marketing through social media Stimulate customer decision-making at the point.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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