ปัจจัยที่มีอิทธิพลต่อการยอมรับผลิตภัณฑ์สเต็กไก่คอล่อนลูกผสมซอสพริกไทยดำ ของผู้บริโภคในจังหวัดพัทลุง

Thidarat  Juthong; Wisan  Odton; Supreeya  Thepparak; Saranyaphat  Rakseen; Saowanee Lekbangpong

Authors

Thidarat Juthong Food Science and Technology, Faculty of Agro and Bio Industry, Thaksin University, Phatthalung https://orcid.org/0009-0004-2957-5200
Wisan Odton Animal Science, Faculty of Agriculture, Thaksin University, Phatthalung https://orcid.org/0009-0009-7525-4965
Supreeya Thepparak Animal Science, Faculty of Agriculture, Thaksin University, Phatthalung https://orcid.org/0000-0002-7030-3950
Saranyaphat Rakseen Agricultural Extension and Community Development, Faculty of Agriculture, Thaksin University, Phatthalung
Saowanee Lekbangpong Agricultural Extension and Community Development, Faculty of Agriculture, Thaksin University, Phatthalung https://orcid.org/0009-0002-5257-675X

Keywords:

consumer acceptance, hybrid kolon chicken, marketing mix, Phatthalung province, processed products

Abstract

This research aimed to study: 1) consumers’ personal characteristics; 2) consumer acceptance; 3) the level of importance of marketing mix factors; and 4) the factors influencing consumer acceptance of hybrid chicken steak with black pepper sauce in Phatthalung province. Data were collected from 400 respondents using questionnaires and analyzed using descriptive statistics (frequencies, percentages, means, and standard deviations) and stepwise multiple regression analysis. The results were as follow: 1) The findings revealed that most consumers were female, aged 21–40 years, held a bachelor’s degree, were single, and worked in government agencies or state enterprises. 2) Consumers accepted it due to its appetizing aroma, pleasant taste, and deliciousness. Most preferred a price range of 50–100 Baht and a package weight of 101–200 grams, and showed an intention to continue purchasing the product in the future. 3) The overall marketing mix factors were rated at the highest level (\bar{x}=4.56), with product factors receiving the highest importance, followed by distribution channels, sales promotion, and price. 4) Age had a statistically significant negative effect on product acceptance at the 0.05 level, while product and distribution channel factors were the key determinants influencing consumer acceptance. These findings highlight consumers’ emphasis on product quality and accessibility. They may serve as guidelines for developing processed livestock products, adding value to agricultural products, and improving marketing strategies for community products in Phatthalung province.

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