Marketing management for success of the melon grower in Ban Nongkang community enterprise

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Rachanee Rooplor

Abstract

          The objectives of this research were to study the marketing management and the important level of marketing mix to success of the melon grower in Ban Nongkang community enterprise. This study was a qualitative research using structured interview and non-participant observations. The sample group consisted of the leader, deputy, and 48 members of the community enterprise, selected by purposive sampling. Data were analyzed by substance manner, and quantitatively analyzed by percentage, mean and standard deviation. The result found that, the success of the community enterprises was driven by commitment to marketing and production management. All of them needed to have product improvement, grading and acknowledgement focus about quality of product. There was a certain distribution by contract farming. The pricing management were to stabilize the price and elastic the price for low grade products. Public relations were managed by government official. The important level of marketing mix results showed that the product was at the highest important (gif.latex?\bar{x}=4.88, S.D.=0.33), distribution and price were at high important (gif.latex?\bar{x}=3.77, S.D.=0.53) and (gif.latex?\bar{x}=3.66, S.D.=0.37), respectively. The marketing promotion was at less important (gif.latex?\bar{x}=2.41, S.D.=0.61).

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บทความวิจัย (Research article)

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