A Study of Marketing Mix in Chiangkhong District, Chiangrai Province

Abstract

This research was quantitative research. The objectives of this research were to study the marketing mix in Chiangkhong, Chiangrai province and compare the opinions of entrepreneurs on marketing mix in Chiangkhong, Chiangrai province by personal factors. The totals of 273 samples were asked and collected data by mean of multi-stage sampling dividing into 7 sub-districts and into 3 groups of enterprises. Then, the simple random sampling technique was used and questionnaires were given to entrepreneurs, partnership or representatives.

The result of the study indicated that most of entrepreneurs were female at age 30-39 years old with degree qualification. Their registered capital investments were about baht 100,000 – 500,000 and came from private property. The monthly income was average at baht 50,000 – 100,000. Their likely advertising media were bulletin, newspaper, and brochure. Most of entrepreneurs owned computers and printers.

Entrepreneurs had the opinions of the external environment in Chiangkhong, Chiangrai province at high level. Most entrepreneurs had the highest opinion level in the market mixed factor in the process of manufacturing. The opinion on product, price, place, promotion, people, process, and physical aspect was at high level. The hypothesis test revealed that entrepreneurs’ differences in age, education level, years of business operation, and average income per month had difference opinions toward marketing mix in Chiangkhong District, Chiangrai Province at significance level of 0.05.