Factors Affecting Loyalty in Shrimp feed Entrepreneurs in Songkhla Province

Abstract

The objective of this research is 1) to study the personal factors affecting the loyalty in shrimp feed purchasing among shrimp farming entrepreneurs in Songkhla Province, 2) to study the consumer behavior affecting the loyalty of the choice Purchasing shrimp feed by shrimp farming operators in Songkhla Province 3) to study marketing mix factors affecting loyalty in shrimp feed purchasing of shrimp feeders in Songkhla Province. This research is conducted with quantitative method Questionnaires were collected from 400 samples. The statistics used for data analysis were frequency, percentage, mean and standard deviation. Independent-Sample t-test analyzed one-way variance. Multiple regression analysis
The results are 1) for personal factors, in terms of shrimp farming experiences, different shrimp feeders showed loyalty in purchasing shrimp feed of shrimp farming entrepreneur in Songkhla province. 2) for consumer behavior factors, personal factors, and place of purchase, in terms of media perceptions, the differences in the loyalty of shrimp feedstuffs of shrimp farming entrepreneurs in Songkhla province were different. 3) for marketing mix factors, product, price, distribution location and marketing promotion affect shrimp feed loyalty of shrimp farm entrepreneurs in Songkhla Province.