THE MARKETING MIX FACTORS FOR CHOOSING PESTICIDE-FREE VEGETABLES OF CONSUMERS IN SUM SUNG DISTRICT, KHON KAEN PROVINCE

Abstract

The purposes of this study were (1) to examine the marketing mix; and (2) to compare the attitude towards the Marketing Mix classified by sex, age, occupation and income. The sample consisted of 400 pesticide-free vegetable consumers in Sum Sung, Khon Kaen. The instrument used for gathering data was a rating-scale questionnaire. The statistics used for analyzing data were percentage, mean, standard deviation, t-test and One-way ANOVA. The method of paired comparison test was a LSD (Least Significant Difference) which was statistically significant at .05 level. The findings revealed that; (1) most of the sample were female students, age between 21-30 years old, and most of the samples’ income were less than 5,000 baht. (2) The sample paid attention to the Marketing Mix in high level. When considered in each aspect, it was all in high level. When sorted all aspects in order of their significant by their means, from most to least, there will be place, product, price and promotion, respectively. When compared opinions of sample with different sex, age, occupation and income, it was found that; (1) the sample with different sex had different opinion about price. (2) the sample with different age had different opinions about product, price and place. (3) the sample with different occupation had different opinions about product and place. (4) the sample with different income had different opinion about product.