The Service Marketing Mix Factors Affecting Decision of Farmers on Choosing Service Paddy to Rice Maket in Amphoe Muang Changwat Phitsanulok

Abstract

The purposes of this research were 1) to study the personal characteristics of the samples on service marketing mix factors in all 7 aspects and the decision of the rice farmers who use the paddy from rice market, 2) to study the relationship between service marketing mix factors and the farmers' decision to use the paddy from rice market. The data were collected from 385 farmers by using questionnaires and analyzed by using percentage, frequency, mean, standard deviation and Chi-Square. The result of this research found that the opinions on the decision to choose the paddy rice market overall were at the highest level including choosing to sell paddy to the modern paddy rice market with balanced scale, moisture meter with standard, followed by choosing to sell paddy to the famous and acceptable paddy rice market, sell paddy to the paddy rice market with fast, hassle-free service and the marketing mix of physical services in creating and presenting physical characteristics correlated with the decision to choose the paddy rice market with statistical significance at 0.05.