นทยา กัมพลานนท์, ภานุวัฒน์ ทรัพย์ปรุง
This study attempted to investigate the behavior and attitudes of manufacturers, retailers, and consumers towards the food and herbal medicine products from onion for manufacturers marketing plan. The participants were people from the northeast of Thailand. They were divided into three groups according to the number of the population. These included 27 manufacturers, 99 retailers, and 600 consumers. The study revealed that the purchasing rate is 1-2 times per month, that the most popular places for shopping are department stores, and retailed shops in the neighborhood due to location, and that goods promotion in which consumers like include price price reduction and gift with purchase. It also showed that the consumers’ favorite product with herbs is herbal medicine. In terms of manufacturers, the reason why they produce the products is that raw products are easy to find, cheap, and popular among consumers. The price is fixed by the inventory of the cost and profits gained. Reasons that consumers buy the products are mainly because of the quality of the products. The problem of the products is the lack of advertisement and promotion. The findings of the study showed that manufacturers’ marketing plan should have more product variety, that fast delivery, responsive to the needs of consumers, e-commerce, promoting, and advertisement and needed, and that public sectors should take part in promoting marketing planning, and providing knowledge of production technology to the manufacturers.
จากการประชุมวิชาการ การบูรณาการเทคโนโลยี สังคมกับชุมชน คณะศิลปศาสตร์
King Mongkut’s university of technology Thonburi
September 22, 2006