ส่วนประสมการตลาดออนไลน์สำหรับผลิตภัณฑ์แป้งโดว์ขนมปัง

Abstract

This study aims to study online Marketing Mix factors that affected target customers of bread dough products. To study the target customers behavior of bread dough products to design an online marketing strategy for bread dough products. It is quantitative research. By using a questionnaire as a tool to collect data from a sample group of 200 target customers of bread dough products via online channels. Data were analyzed by using Descriptive Statistics, consisting of Frequency, Percentage, Mean, and Standard Deviation and Inference Analysis, consisting of t-test and F-test. The results of the study found that most of sample group were female, aged between 21-50 years old. Average monthly income ranges from less than 10,000 baht to 50,000 baht. Most of them hold a bachelor's degree level and single. Most working with government/government employees/state enterprises and employees of private companies. Most of the sample group gave reasons for their decision to purchase products online because of cheaper prices and had a variety of products to choose from. They were interested in ready-made bread dough that can be stored in the freezer which can be stored for 1 year. They trusted the products that had manufacturer details and ingredient information clearly on display and no need to have an FDA mark. Online Marketing Mix factors that affected the decision to purchase bread dough products was at a high level. The factor of maintaining Privacy had an average of 4.03, higher than other factors, followed by the Place factor, Promotion factor, Product factor, People factor and Price factor. In addition, it was found that the sample group under 30 years of age gave higher importance to online Marketing Mix factors than the sample group aged 31 years and over.