IMAGE AND MARKETING MIX AFFECTING CONSUMPTION BEHAVIOR OF SOCIAL ENTERPRISE: A CASE STUDY OF BANANA FAMILY HEALTHY SNACK SHOP

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Lamson Lertkulprayad
Pajongsak Moudsong

Abstract

The Department of Business Administration, Faculty of Social Sciences, Srinakharinwirot University and the Association for Population and Community Development have signed MOU to develop a social enterprise training course for NGOs, which, after having joined the course, set up Banana Family healthy snack shop in 2014. This shop was the startup of a new young generation aiming to turn ordinary organic banana into healthy fruit snacks and sell them to help solving social problems of children community in their society. Therefore, in order to do a wealthy business, creating a brand image, as well as marketing mix factors, were so essential for operating a sustainable social enterprise. The purpose of this research was to study the model of the social business image through four marketing mix factors: product, price, distribution channel, and marketing promotion affecting the consumption behavior of a snack product business.  From the tests of model, it showed that it was consistent with empirical data (χ2 /df=1.22, df=22, p=0.21, GFI=0.98, AGFI=0.96, CFI=0.99, PGFI=0.48, RMS EA=0.02). There were six hypothesized variables affecting the causal relationship between the variables. The Banana Family image was found to be interrelated with the influence of market mix incentives, with most indirectly influenced by price and product factors. There was no direct influence between the image and the behavior of consumer products, except the image of Banana Family and marketing factors affecting repeating purchases, which was related to channel distribution factors and promotion.

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Lertkulprayad, L. . ., & Moudsong, P. . . (2021). IMAGE AND MARKETING MIX AFFECTING CONSUMPTION BEHAVIOR OF SOCIAL ENTERPRISE: A CASE STUDY OF BANANA FAMILY HEALTHY SNACK SHOP. Dusit Thani College Journal, 15(2), 50–67. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/249333
Section
Research Article

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