full2010.pdf - page 1858

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Marketing of Traditional Seafood Processing in Muang District, Songkhla Province
¼¨¸¦´˜œr ‡ŠÁ¦º°Š1* ¨³¦»nŠ§—¸ ō¥ª´ —·Í 2
Chuleerat Kongruang1* and Rungrudee Chaisawas2
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š³Á¨Âž¦¦¼ž¡ºÊœoµœ ×¥Á„È  o°¤¼¨‹µ„Ÿ¼o‹Îµ®œn µ¥ ‹Îµœªœ 61 ¦µ¥ ¨³Ÿ¼o¦·Ã£‡°µ®µ¦š³Á¨Âž¦¦¼ ž¡ºÊœoµœ ‹Îµœªœ
400 ¦µ¥ ª·Á‡¦µ³®ro°¤¼¨Ã—¥Äo ™·˜·Á·Š¡¦¦–œµ ŗo„n ‡nµ¦o°¥¨³ ‡nµÁŒ¨¸É¥ ¨³nªœÁ¸É¥ŠÁœ¤µ˜¦“µœ Ÿ¨„µ¦ª· ‹´¥
¡ªnµ Ÿ¼o ¦·Ã£‡ nªœÄ®nÁž}œÁ¡«®·Š ¤¸°µ¥» °¥¼nĜn ªŠ 31-40 že εÁ¦È ‹„µ¦«¹„¬µ¦³—´ž¦·µ˜¦¸ ‡»–¨´„¬–³ °Š
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¡ºÊœoµœ ¡ªnµ Ÿ¼o‹Îµ®œnµ¥nªœÄ®nÁž}œÁ¡«®·Š °µ¥» 50-59 že εÁ¦È ‹„µ¦«¹„¬µ¦³—´¤´›¥¤«¹„¬µ ˜n¨³¦µ¥¤¸˜oœš»œ
„µ¦˜¨µ—˜„˜n µŠ„´œÅž˜µ¤‹Î µœªœŸ¨·˜£´–”rš¸É‹Î µ®œnµ¥ Ž¹ÉŠ˜o œš»œ‡nµÁn µ™µœš¸É‹Îµ®œnµ¥°¥¼nĜ´ —nªœš¸É ¼Š —oµœ
£µ¡ž{®µšµŠ„µ¦˜¨µ— ¡ªn µ ž{®µ—oµœ¦µ‡µ°¥¼n Ĝ¦³—´¤µ„ ÁœºÉ°Š‹µ„·œ‡oµ¤¸¦µ‡µ¼ŠšÎµÄ®o˜o°Š µ¥Â¡Š ¨³
ž{ ®µ°ºÉœÇ Ánœ ž{®µ‡ªµ¤Å¤n ŠÄœ£µ‡Ä˜o ž{ ®µn°ŠšµŠ„µ¦˜¨µ—
‡ÎµÎµ‡´ : ¡§˜· „¦¦¤Ÿ¼o¦·Ã£‡ °µ®µ¦š³Á¨Âž¦¦¼ž¡ºÊœoµœ ˜o œš»œšµŠ„µ¦˜¨µ—
Abstract
This study aimed to analyze the marketing of traditional seafood processing products, to verify the
consumers’ behaviors and to investigate marketing problems of the traditional seafood processing products in
Muang District, Songkhla Province. The data were collected from 61 sellers and 400 consumers via stratified
random sampling method. Percentage, arithmetic mean and standard deviation were employed to analyze the data.
The findings can be summarized as follows. Most of the consumers were female, 31-40 year old and bachelor’s
degree graduates. The consumers preferred the products which were high quality, sanitary and tasty. The majority
of the sellers were female, 50-59 year old and high school graduates. The marketing costs of the sellers varied
1Ÿ¼onª¥«µ˜¦µ‹µ¦¥r —¦. ®œnª¥ª·‹´¥Á«¦¬“„·‹£µ‡Ä˜o ‡–³Á«¦¬“«µ˜¦r ¨³¦·®µ¦›»¦„·‹ ¤®µª· š¥µ¨´¥š´„¬·– ª·š¥µÁ ˜Š ¨µ
Asst.Prof. Dr. Research Unit of Southern Economy, Faculty of Economics and Business Administration, Thaksin University.
*Corresponding author : Ú¦«´¡šr 074-311885-7 ˜n° 1803 Ú¦µ¦ 074- 443977 E-mail:chuleerat@tsu.ac.th
2 Á«¦¬“«µ˜¦´ –”·˜ že„µ¦«¹„¬µ 2551 .
B.Econ. 2008 Academic year.