A Model of Marketing Management for Business of Packed Rice in Bangkok Metropolitan

Abstract

This research were qualitative and quantitative method aim to studied 1) purchasing behavior of rice packing bag 2) significant level of consumers marketing mix of rice packing bag 3) relationship between significant level of consumers marketing mix of rice packing bag and of purchasing behavior of rice packing bag 4) marketing management model of rice packing bag business in Bangkok Metropolitan. Sample size was 385 by accidental sampling. Questionnaire was the tool to collecting data with validity at level.87 and Reliability at level .82. The analysis was conducted by computer software, statistical treatments by program computer namely: frequency, percentage, mean, standard deviation, ranking, Pearson correlation, and Stepwise multiple regression analysis at significant statistics level at .05 researchers found that. 1. Finding indicated that overall area of purchasing behavior of rice packing bag were at moderate level, raking by mean first person who participate making decision purchase ( = 3.56) at high level, but, average purchase rice packing bag per time ( = 2.83) and frequency of purchase rice packing bag( = 2.66) at moderate level respectively. 2. Finding indicated that overall and every area of consumers marketing mix of rice packing bag were at high level raking by mean first price area( = 3.72), employees area( = 3.71), process area( = 3.70), products area( = 3.65), decorate and physical area( = 3.61), place area ( = 3.56) and promotion area( = 3.55) respectively. 3. Relationship between overall area of purchasing behavior of rice packing bag and significant level of consumers marketing mix of rice packing bag was moderate level. 4. Marketing management model of rice packing bag business in Bangkok Metropolitan = .828 promotion area +.654 products area +.436 place area +.405 decorate and physical area+ .389price area