Main Article Content
This study aims to: (1) explore behavior and marketing strategies that affect purchasing decision making of premium pasteurized milk products; (2) find out guidelines for determination of appropriate marketing strategies for premium pasteurized milk products in Aumphur Mueang, Chaing Mai Province. The research sample consisted of 400 people who have been consumers of premium pasteurized milk products in Aumphur Mueang, Chaing Mai Province. A questionnaire was used as the research tool for collecting data. The study found that majority of respondents were males who were between 22–30 years old. They were private company employees with bachelor degree educational level and earned 10,001–15,000 baht per month. They bought the products for their own consumption. The main reason for purchasing was because of their nutrition value. They were willing to buy the products at the price of between 21-30 baht. The frequency of consumption was 1-2 times per week. They consumed the old brand. They normally purchased the same brand from convenience stores in the morning. In addition, results indicated that the overall marketing-mix factors were rated at the high level for all factors, namely, selling place (X = 4.12, S.D. = 0.70), price (X = 4.08, S.D. = 0.82), product (X = 4.01, S.D. = 0.46), and marketing promotion (X = 3.60, S.D. = 0.77) respectively. Guidelines for development of the marketing-mix
factors were as follows: for the product factor, the producer should focus on hygiene, safety, and especially on quality of raw material as approved by the Food and Drug Authority; for the price factor, the price should be reasonable for the product’s quality; for the distribution channel factor,
the producer should provide multi-channel of distributions which would enable consumers to purchase the products easier; and for marketing promotion factor, the producer should campaign via various public relations media, such as billboard, local radio, and using social media such as
Facebook in order to build brand awareness.
I and co-author(s) certify that articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources. I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.
Cochran, W. G. (1953). Sampling Techniques. New York: John Wiley & Sons.
CP-Meiji Ltd. (2015). Milk. Retrieved March 10, 2016, from https://www.cpmeiji.com/content/view/33[in Thai]
Department of Livestock Development, The Fifth Regional Livestock Offce. (2015). Cow milk strategies upper north region 2016-2019. Retrieved March 10, 2016, from https://region5.dld.go.th/images/stories/2558/yut/5_%202558.pdf.
Etzel, M. J., Walker, B. J. & Stanton, W. J. (2007). Marketing (14th ed.). Boston: McGraw-Hill.
Food Intelligence Center Thailand. (2015). Ready to drink milk. Retrieved March 10, 2016, from https://fc.nf.or.th/MarketOverviewDomesticDetail.php [in Thai]
Jatulongkakul, A. & Jatulongkakul, D. (2007). Consumer Behavior. Bangkok: TU Printing House. [in Thai]
Jumponpong, A. (2005). Ready to drink milk consumption behavior of consumers in Mueang District Nakhon Ratchasima Province. General Management, Graduate School, Rajabhat Suan Dusit University. [in Thai]
Kotler, P. & Armstrong, G. (2009). Principles of Marketing. USA: Prentice Hall.
Offce of Agriculture Economies. (2014). Report on Agriculture Economies of Chiang Mai Province 2013-2014. Retrieved March 10, 2016, from https://www3.oae.go.th/zone1/images/WebZone1/04-PDF/2558/03-economic-condition/01-reportCondition.pdf [in Thai]
Pongwiritton, R., Pakvipas, P., Nithisathian, K., Thopanich, C. & Srichum, S. (2018). The guidelines for the design and development of cereal grain product according to the needs of the customer by applying the Kano model. Panyapiwat Journal, 10(1), 15-27.
Provincial Livestock Offce, Department of livestock Development. (2015). Statistic of Farmers and Cows 2014. Retrieved March 10, 2016, from https://ict.dld.go.th/th2/images/stories/stat_web/yearly/2557/book2557/03.pdf [in Thai]
Schiffman, L. G. & Kanuk, L. L. (2000). Consumer Behavior. Wisconsin: Prentice Hall.
Trirat, S. (2006). Marketing Mix Factors Affecting Consumers Purchasing Decision of Drinking Milk in Ratchaburi Municipality. Master of Business Administration, Chiang Mai University. [in Thai]
Tutkhaw, Y. (2009). The Consumption Behavior of Ready to Drink milk Consumer in Mueang District, Mahasarakham Province. Master of Business Administration, Rajabhat Mahasarakham University. [in Thai]
Wongmontha, S. (1999). Analysis of Consumer Behavior. Bangkok: Diamond in Business World. [in Thai]