CONSUMER PERCEPTIONS TOWARDS MARKETING MIXED INNOVATION OF THAI DESSERT, PHETCHABURI PROVINCE

Abstract

The objectives of this research were to 1) investigate consumer behaviors in Thai local dessert consumption and marketing mix satisfaction, 2) investigate level of perception in marketing mix innovation of Thai local dessert, 3) identify problems of employing marketing mix innovation of the dessert. The mixed research method were used. In-depth interview was employed to collect data from five local dessert entrepreneurs. Questionnaires were used to collect data from 400 tourists.

It was found that 1) consumers bought the dessert because they were delicious,   once or twice a month. They spent 101-200 baht to buy from local market with no specific brand. They made a decision to buy by themselves with information provided from family members. They were satisfied with the marketing mix at the highest level. They made decision from price, and quality of the dessert, 2) consumers' perception towards innovation marketing mixed are at the highest level. Their first choice of buying was the innovation of the healthy product, 3) the dessert entrepreneurs face a problem of under standard of production machine and the semi people-machine production.