Consumer Behavior and Marketing Mix Factors in choosing to use the fresh market service, Mueang District, Chiang Mai Province

Abstract

The Objectives of this research article were 1) to study consumer behavior in choosing fresh-food market services, and 2) to study a marketing mix in choosing fresh-food market services in Muang District, Chiang Mai Province. The population was a group of people who used the services of the fresh-food markets in Muang District, Chiang Mai Province. The sample group in this research consisted of 400 people. The questionnaires were used to collect data. The statistics used in the descriptive analysis were frequency, percentage, mean and standard deviation. Hypothesis testing of factors affecting fresh market service selection by using inferential statistics such as One Way ANOVA and F-test. The Reliability value of Alpha coefficient at 0.963. The results of the study found that most of the consumer behavior chose to use the fresh-food market services 1-2 times a week, between 15.01-20.00 hrs. with the average expense per time at 201-500 baht and average time of using the services at 1 hour per time. When considering the marketing mix in services, it was found that all factors were at a high level. The hypothesis test revealed that the factors on age and income which were different affected the marketing mix that influenced the choice of using fresh-food market services differently at statistically significant level of 0.05. Differences in age and income affected the selection of fresh-food market services. Therefore, fresh-food market operators needed to plan their marketing strategies to find strategies that matched their consumer groups. In this regard, the present content creation in a form of online communication that has gained the attention of consumers can reach more customers and increase sales.