Marketing mix, quality and production innovation influencing the purchase decision process the organic rice at Ban Hua Ruea Community Enterprise, Ubon Ratchathani Province
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Abstract
The objectives of this research were 1) to study the marketing mix, quality and production innovation influencing the purchase decision process the organic rice at Ban Hua Ruea Community Enterprise, Ubon Ratchathani Province and 2) to compare the marketing mix, quality and production innovation that influencing the purchase decision process the organic rice at Ban Hua Ruea Community Enterprise, Ubon Ratchathani Province which were classified by the personal factors. The research instrument was a questionnaire, the samples were the organic rice purchasers at Ban Hua Ruea Community Enterprise, Ubon Ratchathani Province amount 385 people which were selected by the purposive random sampling and the percentage, multiple regression analysis, T-test and F-test were used for statistics analysis. The results were found that the product, price, distribution channel, marketing promotion, service quality, product quality, product innovation and process innovation factors influencing the purchase decision process the organic rice at Ban Hua Ruea Community Enterprise, Ubon Ratchathani Province. Moreover, comparing the marketing mix, quality and production innovation influencing the purchase decision process the organic rice at Ban Hua Ruea Community Enterprise, Ubon Ratchathani Province were found that purchasers which different age have different opinions about product and price and purchasers which different monthly incomes have different opinions about distribution channel and service quality.
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