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Consumers’ Attitudes towards Marketing Mix of Health Products Made from Cold-Pressed Palm Oil in Hatyai District, Songkhla Province

WMS Journal of Management

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Title Consumers’ Attitudes towards Marketing Mix of Health Products Made from Cold-Pressed Palm Oil in Hatyai District, Songkhla Province
 
Creator Phitthayaphinant, Purawich
Nissapa, Ayut
Somboonsuke, Buncha
 
Subject —
Attitude, Marketing Mix, Health Product, Cold-Pressed Palm Oil
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Description At present, consumers become more conscious their health. The main objectives of this quantitative research were to study socio-economic characteristics of health product consumers, to analyze consumers’ attitudes towards marketing mix of  health products made from cold-pressed palm oil and to determine socio-economic factors affecting their attitudes towards marketing mix of health products made from cold-pressed palm oil in Hatyai district, Songkhla province. The primary data were collected using structured questionnaires from 388 respondents obtained from a consumer survey using the accidental sampling technique. The analysis employed descriptive statistics, independent sample t-test and one way ANOVA. The results revealed that majority of health product consumers were female, bachelor degree with an average age of 31.27 years. The marketing mix in terms of product, price, place and promotion were highly important for a decision to purchase the health products made from cold-pressed palm oil. Statistically significant variables affecting the consumers’ attitudes towards marketing mix of health products made from cold-pressed palm oil were sex, age and occupation. The results are useful for entrepreneurs to formulate appropriate marketing strategies for health products made from cold-pressed palm oil.
 
Publisher WMS Journal of Management
 
Contributor ทุนตามนโยบายเชิงพื้นที่ ประจำปี 2554 มหาวิทยาลัยสงขลานครินทร์
 
Date 2016-03-23
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Original Articles Commentary
 
Format application/pdf
 
Identifier http://www.tci-thaijo.org/index.php/wms/article/view/52951
 
Source WMS Journal of Management; Vol 1, No 2 (2012); 68-81
2286-718X
 
Relation http://www.tci-thaijo.org/index.php/wms/article/view/52951/43982
 
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