Marketing mix factors affecting to opinion on pork consumption under illegal pork situation in Sa Kaeo Province

Abstract

This research aimed to study basic personal, socioeconomic factors, pork purchasing behavior, problems in purchasing pork, marketing mix factors affecting to opinion on pork consumption under an illegal pork situation in Sa Kaeo Province, with an accidental sample of 400 consumers. Data collection was conducted via interviews by using the statistics of percentage, mean, and standard deviation. The hypothesis was tested by using Spearman's Rank Correlation Coefficient Analysis. The results found that most consumers were female for 59.8 percent, an average age of 43.44 years, education was secondary school or equivalent for 36.25 percent, the average number of household members was 4 people, in 2024, the average annual income was 270,136.45 Baht, while the average annual expenditure was 233,196.97 Baht. Respondents’ occupations were government officers for 32.25 percent, and they received information exposure through news and updates from mass media with 75.5 percent. The primary purpose of purchasing pork was for household consumption or personal use. The problem in purchasing pork was the rising price of pork, with an average of 7.97. The analysis of correlations between marketing mix factors and consumer opinions toward pork consumption revealed the following: product and price had a moderate positive correlation (r = 0.575, P-value < 0.000), product and distribution channels had a moderate positive correlation (r = 0.615, P-value < 0.000), product and promotion had a moderate positive correlation (r = 0.561, P-value < 0.000), price and distribution channels had a moderate positive correlation (r = 0.648, P-value < 0.000), price and promotion had a moderate positive correlation (r = 0.642, P-value < 0.000) and distribution channels and promotion had a strong positive correlation (r = 0.740, P-value < 0.000).