Factors Related to Purchase Sriracha Pineapples of Retailers in Sriracha District, Chonburi Province วัชร ลิ้มวรรณดี สุพัฒน์ ทองแก้ว เมตตา เร่งขวนขวาย และ พัฒนา สุขประเสริฐ

Abstract

The objectives of this survey research were to study 1) demographic factors of pineapples retailers in Sriracha District, Chonburi Province 2) satisfaction in Marketing mix and the purchase in Sriracha pineapple of retailers and 3) relationships between Marketing mix toward the purchase Sriracha pineapples. Using mixed method research design, collected data with in-depth interview from (1) chairman of pineapple grower and wholesaler’s group (2) retailers and (3) permanent retailers at the No. of 58 people. Statistical analysis was obtained through percentage, mean, minimum, maximum, standard deviation and Pearson correlation. The results revealed that 1) most of the retailers were female 55.17%, average income was 21,844.83 Baht/month, gained small business plant at 79.31%, average buying amount were 608.62 kg./times, average frequency of buying was 2.29 times/weeks, payment system was cash money at 86.21%, 2) satisfaction in Marketing mix were average at place (  = 2.15), price (  = 2.14), product (  = 2.10) and promotion (  = 2.03), satisfaction in the purchase were average at before-purchase (  = 2.24), on-going purchase (  = 2.25) and after-purchase ( = 2.16) and 3) the hypothesis test indicated that product and promotion were related to the purchase at the level of significance 0.05 with respectively.