FACTORS MARKETING MIX OF FABRIC PROCESSING PRODUCTS : IMPLICATION OF CONSUMER NEEDS

Abstract

          The objectives of this research are 1) To study personal factors, purchasing behavior and marketing mix factors from the perspective of consumers who have experience purchasing fabric processing products. 2) To study guidelines for developing marketing potential entrepreneurs of OTOP fabric processing. The sample is people who have experience buying processed products from woven fabrics significance confidence level .05 of 400 samples, The research instrument was a questionnaire.

              The results showed that: Consumers experienced purchase processed products from woven fabrics most are female, aged 31-40 years, bachelor's degree, occupation: government officer/state enterprise, income 15,001-20,000 baht, there is a habit of purchasing processed fabric products for personal use, quantity less than 5 pieces/piece/set, there is a purchase cost of less than 1,000 baht and consumers give importance to promotions more than other aspects.

The results of the study guidelines for developing marketing potential entrepreneurs of OTOP fabric processing The results showed that: The target market should be defined as niche market, product positioning is an choice product, Improve product development, packaging, and add online place to facilitate information search and purchasing.