The Development of the Marketing Guideline for Buying Selection of the Processed Food Product from the Meat of Consumers in Chaiyaphum Province

Abstract

The objectives of this research were to 1) study individual factors of consumers in Chaiyaphum Province, 2) study the buying selection of the processed food product from the meat of consumers in Chaiyaphum Province, 3) study marketing mix factors for the buying selection of the processed food product from the meat of consumers in Chaiyaphum Province, 4) compare the important level of marketing mix factors for buying selection of the processed food product from the meat of consumers in Chaiyaphum Province, categorized according to individual factors, 5) compare the important level of marketing mix factors for the buying selection of the processed food product from the meat of consumers in Chaiyaphum, categorized according to the buying selection of the processed meat products and, 
6) present the development of marketing guideline for the buying selection of the processed food product from the meat of consumers in Chaiyaphum Province.  This research is a combination of quantitative research and qualitative research. Samples were 400 consumers that were selected randomly, and the main group of informants were 12 entrepreneurs that were selected from the specific group. The research instruments included questionnaire and interview form. Data analysis and statistics were frequency, percentage, mean, standard deviation, T-test, one-way analysis of variance, and content analysis. 
The results were as follows. 1) Individual factors of consumers found that the majority were female, age between 41 – 50 years working as a civil servant / state enterprise having average monthly income between 30,001 – 40,000 baht, and lived in Chaiyaphum Province. 2) Consumers’ buying selection of the processed food product from the meat found that products that most consumers chose to 
buy including pork sausage, beef sausage, and pickled fish. The reason for buying was to eat by themselves or for family. The buying frequency was about once to twice per month. There was a cost per time of 
101 - 300 baht, and the influencer on buying decisions was the buyer. 3). Marketing mix factors found that the overall picture was at the high level. The aspects of the highest averages were the processed meat product and personnel. 4) The comparison of the important level of marketing mix factors categorized according to individual factors, found that consumers of different genders, ages, occupations, 
and hometowns were the important factors to the marketing mix factors with significantly different 
at the .05 level. 5) The comparison of the important level of marketing mix factors categorized according to the buying selection of the processed meat products, found that consumers with different reasons for buying, frequency of buying, different influencers on the buying selection had different marketing mix factors with statistical significance at the .05 level. 6) In terms of presentation of the development 
of marketing guidelines, the development of production standard using raw materials technology should be clean and safe.It is recommended that the development of packaging should be modern and environmentally friendly.  In addition, there should be the development of distribution channels for offline and online marketing formats through digital platforms. Also, there should be continuous advertising planning and promotions including the quality of services, and creating an impression.