เอกสารการประชุมวิชาการและเสนอผลงานวิจัย มหาวิทยาลัยทักษิณ ครั้งที่ 19 2552 - page 1130

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Abstract
The aim of this research is to study the marketing mix of the middle men for traditional seafood
processing products around Songkhla Lake Basin; the impact of middle men and consumers’ needs to the
marketing mix of traditional seafood processing products around Songkhla Lake Basin; consumer behaviour of
traditional seafood processing products, and marketing factors influencing consumers in terms of selecting
traditional seafood processing products. This data can be used as a guideline for producers and middle men in
determining marketing strategy to meet the need of the middle men and the final consumers. This research
employs the questionnaire as a tool to collect data from two sample groups that are 400 consumers and 70 middle
men who purchase traditional seafood processing products around Songkhla Lake Basin.
The results concerning the consumers are that shrimp paste is the traditional seafood processing products
that are always purchased. The consumers prefer the clean products. No price tags are placed on most products.
The consumers think that the product price should be reasonable with good quality. As for marketing channel,
most consumers purchase the product from fresh markets. They would like the products to be distributed in every
place. For promotion, the consumers’ knowledge and understanding of the products are in the middle level.
Moreover, they would like the middle men to offer price-offs. As for the result concerning the middle men, the
most distributed products are shrimp paste. Most of the products have no their own brand names. For the price
setting, the price is mostly set based on cost and needed profit. As for marketing channel, the highest number of
the products that are sold by the middle men is purchased from Songkhla. For promotion, most producers haven’t
done the activities to promote their own products with the middle men while most middle men have done
marketing promotion with customers by giving free gifts and proving special price.
As for recommendation to improve the marketing potential of traditional seafood processing industry,
the producer and the middle men should consider the cleanliness of the products, variety of tastes and types of
processing products including packaging design that is easy to be used and preserved. Price tag should be clearly
shown on the product. Products should be distributed for the convenience to access to the products. For promotion,
the focus should be on sales promotion by price-offs. In addition, public relations should be done by displaying
and distributing the products in trade exhibitions.
Keywords : Marketing Potential; Marketing mix; Consumer behavior