Opinion of Consumers towards Marketing Mix of Health Banana Flour Cookies

Abstract

The objectives of this research are to study opinion of consumers towards marketing mix of health banana flour cookies and to compare opinion of consumers towards marketing mix of health banana flour cookies. The research instruments used for data-gathering were questionnaire by using simple random sampling. The samples of this research were 400 health food consumers in Bangkok whose age range from 21 years and over. Descriptive statistics for data analysis included Percentage, Mean and Standard Deviation. Due to inferential statistics, t-test was used to determine the differences between two independent groups while One–way Analysis of Variance was used to F-test. Lastly, Least Significant Difference (LSD) was used to determine the difference between two means. The results were as follows : most of participants were female with age range from 21 to 30 years, and the average education level was undergraduate. The majority of participants were state enterprise employees with average monthly income lower than 20,000 Baht and single. This reseach revealed that consumers had a high level of opinion towards marketing mix of health banana flour cookies. Product, Place, Promotion and Price were at high level respectively. The results of hypothesis testing indicated that different demographic characteristic of participants which consisted of gender, age, level of education, income and marital status, resulted in indifferent opinions towards marketing mix of health banana flour cookies at 0.05 level of significance. The different of occupation resulted in different opinions towards marketing mix of health banana flour cookies at 0.05 level of significance. The result suggest that marketing mix should be applied by communicated the features of banana flour cookies, set the price higher than regular cookies, distributed it to healthy product retailer and used online marketing especially student groups.