Marketing Mix, Safety and Quality Management Affecting Decision Making Process to Buy Processed Meat Products in Ubon Ratchathani Area

Abstract

This research aims 1) to study marketing mix, safety and quality management affecting decision making process to buy processed meat products in Ubon Ratchathani area, 2) to compare marketing mix, safety and quality management of consumers affecting decision making process to buy processed meat products in Ubon Ratchathani area classified by gender, age, marital status, educational level, and occupation. The sample is 385 people who live in Ubon Ratchathani area selected by the convenient sampling method. Tool used for this research is the 5-point scale questionnaire with reliability of .96. Statistics used in this research are percentage, mean, standard deviation, t-Test, F-Test, Pearson correlation analysis and multiple regression analysis. Results are found that 1) aspect of price, process, safety and quality affect decision making process to buy processed meat products in Ubon Ratchathani area, 2) respondents who are different ages have different opinions about aspect of process and safety. Different educational levels make different opinions about aspect of price, process, safety and quality. Different occupations make different opinions about aspect of price, process and quality.