Guidelines for Developing Marketing Mix to Develop Snack's Sales in Nakhon Pathom, Thailand

Abstract

The purposes of this research article were 1) to study the decision-making behavior to buy snacks; 2) to study the marketing mix factors affecting the decision to buy snacks; and 3) to compare the differences among the marketing mix levels in snack purchasing classified by personal factors; and 4) to study marketing development guidelines to develop snack sales in Nakhon Pathom province. The sample group was snack consumers In Nakhon Pathom Province, 400 people. In-depth interviews with 9 key informants were selected by purposive sampling. Statistics used were frequency, percentage, complex regression and correlation analysis, T test, one-way variance and content analysis. The research results showed that 1) most of them bought snacks for their own consumption. They themselves had the greatest influence on purchasing decisions in one day consumption, took 2 servings, 2 pieces in total, bought them every day in a month, spent on average 51-100 baht per time. The sources of purchases were convenience stores. The time of purchase was after 4:00 p.m., the type of snacks that were popular were sweet snacks. The important factors used to make purchasing decisions were good taste; 2) marketing mix factors affecting purchasing decisions were marketing promotion, product side and physical aspect; 3) the level of marketing mix in purchasing snacks related in the same direction with decision to buy snacks. Sex and occupation had no different levels of marketing mix in purchasing. Age, income and education had different levels of marketing mix in purchasing, and 4) marketing mix development guidelines found that products should be developed in modern appearance, packaging, delicious taste, reasonable price, suitable quality. There should be multiple distribution channels. Marketing promotion required promotion. There should be promotional incentives to buy as appropriate. A person should have product knowledge, understand the service. In terms of the process, it should be quick, accurate, and not complicated. In the physical and environmental aspects, they should be clean and hygienic as well as parking was available.