ปัจจัยที่มีผลต่อการเลือกซื้อผลิตภัณฑ์ขนมเปี๊ยะแบบดั้งเดิม ของผู้บริโภคในจังหวัดชลบุรี

Abstract

The purposes of this research are: 1) to study of personal factors of consumers in Chonburi Province, 2) to study the marketing mix factors are use in the selection of traditional purchasing of products Chinese Pastry Cake of consumer in Chonburi Province, 3) to study on the selection of traditional purchasing of products Chinese Pastry Cake of consumer in Chonburi Province, 4) to study of factors affecting the purchasing of products Chinese Pastry Cake of consumer in Chonburi Province , and 5) to present guidelines for the development of products Chinese Pastry Cake of consumer in Chonburi Province . The sample is consumers in Chonburi who chose to buy products Chinese Pastry Cake number 400 people and 7 entrepreneurs selling products Chinese Pastry Cake. The research instruments are questionnaires and interviews. The statistics are use for data analysis frequency, percentage, mean, standard deviation, chi-square and descriptive data analysis. The research was found that as follows: 1) most of the consumers were female, aged between 31-40 years of age and run a private business with an average monthly income of 20,001 - 30,000 baht and domiciled in Chonburi Province accounted for 74.00 percent. 2) Consumers were value the overall marketing mix at a high level. When were considering each aspect, in descending order, namely distribution in terms of location, personal side, price service, marketing promotion and product side. 3) The consumer's choice of buying traditional Chinese pastry products were for the purpose of choosing to buy as a souvenir,gift or souvenirs for other people most of them choosed to buy a mix of golden beans stir, and sweet wax gourd once a month, 3 - 4 each, about 201 - 500 baht per time, and most consumers were buying by themselves. 4) Factors affecting consumers' were choosing to buy products Chinese Pastry Cake of consumer in Chonburi Province; 4.1) the personal factors affecting consumers' purchasing products Chinese Pastry Cake of consumer in Chonburi Province were found that sex, age, occupation and average monthly income. They were affecting the selection of products Chinese Pastry Cake of consumer in Chonburi Province with statistical significance at the .05 level. The domicile of the consumer It didn’t affecting the selection of products Chinese Pastry Cake with statistical significance at the .05 level. 4.2) Marketing mix factors affecting consumers' were purchasing products Chinese Pastry Cake of consumer in Chonburi Province found that price, distribution marketing promotion, personal, location and service affecting the selection of purchasing products Chinese Pastry Cake of consumer in Chonburi Province with statistical significance at the .05 level. And 5) in the development of products Chinese Pastry Cake of consumer in Chonburi Province, it was found that entrepreneurs should be applied traditional puffies to foreign desserts to meet market demand a packaging containing traditional puff pastry. They should be developed to be modern and have a Thai interpretation. The price should be varied according to the type of product. As well as they were developing distribution channels through social networks and the decoration of the storefront with a Chinese character to indicate the source of the products Chinese Pastry Cake. In addition, there should be an advertisement through social networks. In addition, employees should be trained to have knowledge of the product. They could be answer customer questions and could be recommend products in addition, the shop would have been located in a location with convenient transportation and should be emphasize on the quality of the service and creating an impression.