Market Mix of Processed Molasses Product of Bo Ploy Agriculture Community Enterprise, Kanchanaburi Province

Abstract

The objectives of this research were to: 1) study the consumer’s opinion toward market mix of molasses processed product of Bo Ploy Agriculture Community Enterprise, Kanchanaburi Province, and 2) compare the consumer’s opinion toward market mix of molassess processed product of Bo Ploy Agriculture Community Enterprise, Kanchanaburi Province classified by personal factors. The research sample were 196consumers who bought molassess processed product from Bo Ploy Agriculture Community Enterprise, Kanchanaburi Province by simple random sampling method. The research instrument was a questionnaire. The data were analysed for frequency, percentage, mean and standard deviation. Mean difference was tested by t-test and analysis of variance.
The research revealed that:1) the consumer’s opinion toward market mix of molesses processed product of Bo Ploy Agriculture Community Enterprise as a whole was at high levels, arranging from high to low means as follows: market promotion, product, distributing channel and price, and 2) the comparisonof consumer’s opinion toward the market mix molasses processed product of Bo Ploy Agriculture Community Enterprise as a whole, showed different opinions at .05 level of significance; when classifiedby age and average monthly incomeconsideringby aspect, it was found that the consumers’ opinions toward the market mix of molesses processed product of Bo Ploy Agriculture Community on product and price were differentat .01 level of significance.Classified by averagemonthly incomeanddistributing channel, it was found different opinions at .01 level of significance.