full2010.pdf - page 1021

983
¤¸ ·œ‡oµš»„‡¦´ÊŠš¸É˜o°Š„µ¦ ž{ ‹‹´¥—oµœ„µ¦nŠÁ¦·¤„µ¦˜¨µ— Ÿ¼o¦·Ã£‡nªœ¤µ„‹³™¼ „Ä‹Äœ„µ¦nŠÁ¦·¤„µ¦˜¨µ—Äœ—oµœ
¨—,¨„,‹„,™¤ ÁœºÉ°Š‹µ„Á¸¥¦rÁž}œ·œ‡oµš¸É¢»i¤Á¢g~°¥Ÿ¼o¦·Ã£‡‹¹Š˜o°Š„µ¦n ªœ¨—¨³ °ŠÂ™¤Áž}œnªœÄ®n
‡ÎµÎµ‡´ : Ÿ¼o¦·Ã£‡ ž{‹‹´¥nªœž¦³¤šµŠ„µ¦˜¨µ— Á¸¥¦r „µ¦˜´—·œÄ‹ŽºÊ°
Abstract
The purpose of this research was to investigate marketing mix factor affecting beer consumption of
female in Hua-Hin District, Prachuap Khiri Khan Province. The data was collected by questionnaires from 400
consumers in Hua Hin. The data was analyzed by using descriptive statistics such as frequency, percentage, means
and standard deviation.
1)The majority of respondents were in work age group between 20-29 years old with bachelor degree
education. They were students with the average income 5,000-10,000 Baht/month 2)The buying frequency was
1-3 bottles each time at the interval of 1 times per month. The most popular packaging was bottle style. The
consumers preffered in taste of Beer and drunk with friend. The place for consuming was restaurant with music.
In the mean time, they would do another activities such as gossip and chatting. Each Purchasing expense was at
the rate of 101-200 Baht. 3) Factors in the product. Products are purchased by the decisions of behavior beer.
When consumers drink desirable in flavor Consumers will return to re-purchase the same brand. Pricing factors.
The products must be appropriate between price and quality that consumers have been received with the pleasing
flavor that is not price too high, including images of the products that help create awareness and positive attitude
towards the brand. Brand will make consumers more likely to choose one brand beer consumption. Factors in the
distribution channel. Most consumers tend to buy beer from the popular shop located in a good location. Easy
access. And had always desired. Factors promoting market Most consumers are engaging in the promotion of the
market. Discount, exchange, distribution, free. Because beer is a product luxuriate consumers are demanding
discounts and get a majority.
Keywords: Consumers, Marketing mix factors, Beer, And making a purchase.
‡ÎµœÎµ
Á¸¥¦r Á‡¦ºÉ°Š—ºÉ¤Â°¨„°±°¨rš¸É Ÿnµœ„¦³ªœ„µ¦®¤´„ ‹µ„Ÿ¨· ˜£´–”r‹Îµ¡ª„›´¡º Áž}œÁ‡¦ºÉ°Š—ºÉ¤Â°¨„°±°¨r
œ·—¦„ °ŠÃ¨„ Á¦·É¤Ÿ¨·˜ 6,000 že „n°œ‡¦· ˜r„µ¨ ץčooµªµ¦rÁ¨¥r Áž}œª´˜™» —· ¨³ ¤¸„µ¦Ÿ¤¡º°¸„®œ¹É Šœ·—
Á oµÅž‡º° ±°žr šÎµÄ®o¤¸„¨·Éœ®°¤, ¦µ˜·¤ ¨³ µ¤µ¦™¦´„¬µ‡»–£µ¡ °ŠÁ¸¥¦rÄ®oÁ„ȝŗoœµœ ¹Ê œ ˜nÁ¸¥¦rÁ®¨nµœ¸ Ê
˜„˜nµŠ‹µ„Á¸¥¦rĜž{‹‹»´œÂ¨³ÁœºÉ°Š‹µ„Á‡¦ºÉ°Šž¦»ŠÂ¨³„¦¦¤ª· ›¸Äœ„µ¦Ÿ¨·˜Á¸¥¦r˜„˜nµŠ„´œÅž˜µ¤™µœš¸É
¨´„¬–³ °ŠÁ¸ ¥¦rœ·— °ŠÁ¸¥¦r,¦µ˜·,¨³¸ ‹¹Š¤¸‡ªµ¤Â˜„˜nµŠ„´œ¤µ„(„µ¦Ÿ¨·˜Á¸ ¥¦r,2553)
ž¦³Áš«Åš¥ Á¦·É¤¤¸„µ¦Ÿ¨· ˜Á¸¥¦rĜ¦´¤´¥ °Š¡¦³µš¤Á—È‹¡¦³ž„Á„¨oµÁ‹o µ°¥¼n®´ ª ×¥¡¦³¥µ£·¦¤¥r£´„—¸