MARKETING MIX FACTORS THAT AFFECT THE SUCCESS OF THE NAM OI SOP JANG COMMUNITY ENTERPRISE GROUP, MAE MOH DISTRICT, LAMPANG PROVINCE

Abstract

The research aims to study the marketing mix factors that affect the success of the Nam Oi Sob Chang Community Enterprise Group, Mae Moh District, Lampang Province. It is both quantitative and qualitative research. The sample group used was 385 customers who consumed products and a group of nine representatives from manufacturers, distributors, and consumers. The tools used were questionnaires and interviews. Data were analyzed using descriptive statistics, including mean, standard deviation and inferential statistics using multiple regression analysis. The results found that marketing mix factors in terms of product, price, distribution channel and marketing promotion related to the success of community enterprise groups in the same direction, which is statistically significant at the 0.01 level. And the correlation coefficient for the success of community enterprise groups was 0.951. The success of the Nam Oi Sop Jang Community Enterprise Group, Mae Mo District, Lampang Province, depends on the marketing mix factors. Regarding products, marketing promotion, distribution channels, and prices, they significantly affect the success of community enterprise groups at the 0.05 level. The researchers suggest that the production should be developed to meet standards and show a quality certification mark on the package, creating a variety of prices according to the size, number, and quantity of products. The appropriate online distribution channel, such as a LINE Ads page, may be used to contact the specific group. The community enterprise group should provide volume-based discounts, exchanges, giveaways, and freebies to customers, focusing on effective advertising and public relations. Additionally, seeking support from government agencies, particularly utilizing tradeshow booths, can significantly boost successful product promotion.