The Marketing Achievement of Tha Maharaj Entrepreneurs

Abstract

This research aimed to study marketing mix factors from demography and the perspectives of the consumers to determine the marketing achievement of Tha Maharaj Entrepreneurs. The research tool was questionnaires collected from 400 people. The data were statistically analyzed by a software package for statistical values of frequency distribution, percentage, arithmetic means, standard deviation, one way analysis of variance (one way ANOVA), Scheffe’s multiple comparisons, and multiple regression. The research demonstrated: the majority was female (63.25%), span of age 20-24 years old (42.8%), status: single (83.8%), bachelor's degree (49.3%), undergraduate (54.8%), rarely earn under 10,000 Baths (33.8%). For perspectives of 7P’s marketing mix, the effective variables included (from most effected to least effected): Physical Evidence (X-bar 4.8963), Place (X-bar 4.4463), Process (X-bar 4.3858), Product (X-bar 4.2735), Price (X-bar 4.0013), People (X-bar 3.9963), and Promotion (X-bar 3.7619). The result of questionnaire found that the difference of salary had also the satisfaction variegated. The customer group of 20,001-30,000 Baths per month dissimilar to the group of 30,000 Baths with statistical significance level of 0.05. The others were not variegated. In addition, the analysis of the marketing mix found the variable, Place, was the most effected with the statistical significance level of 0.05