Promoting Marketing Factors for Community Products that Meets Consumer Behaviour in Chumphon Province
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Abstract
This study was a mixed method, it composed of qualitative and quantitative methods. Data were collected by interviewing 30 community entrepreneurs in Chumphon Province. A survey of 400 consumers was selected specifically for consumers who had purchased online community products. Data were collected between February and April 2022. Quantitative data were analysed by mean, standard deviation, chi-square, t-test, F-test. The results of the research revealed that 70%, distribute community products using an offline channel and 30% of entrepreneurs distribute their products through Facebook, and Line.
The 55.3% of consumers bought community products once a month; 74.5% spent less than 500 baht in budget for community products; 46.0% bought community products during festivals; 58.3% bought community products for own use; 64.0% buy community products via Facebook; 74.3% pay on delivery for online community products. 400 consumers had an overall opinion of the 8Ps at a high level. Gender factors and the level of education were correlated with consumer behaviour in all aspects at the statistical significance of .05. All factors of the marketing mix were correlated with all aspects of consumer behaviour at a statistically significant level of 0.01. Community entrepreneurs can apply the 8Ps factors in distributing community products through social media and e-commerce. Payment-on-delivery channels should be added to reach more consumers.
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