Categories of Enterprises and Marketing Mix Factors Influencing the Perception of Strategic Development Plans for the Eastern Food and Fruit Corridor Project in Chanthaburi Province

Abstract

The objectives of this research are as follows: (1) to examine the opinions of enterprises in Chanthaburi Province regarding marketing mix factors such as products, prices, distribution channels, and promotions, and (2) to investigate the demographic factors that influence their perception of the strategic plan for the development of the Eastern Food and Fruit Corridor Project, as categorized by the type of establishment. This research is quantitative, collecting data from 100 samples of small and medium enterprises (SMEs). The data collected from this questionnaire are subject to analysis using descriptive and inferential statistics. The results are as follow: 1) Enterprises in Chanthaburi Province have shown a moderate level of opinion on marketing mix factors, with an average of 3.38. From the highest to the lowest opinion level, enterprises have perceived price and product/service factors at a high level, with mean scores of 3.68 and 3.46. Enterprises had moderate opinions on distribution channels and marketing promotion factors, with an average of 3.08 and 3.30, respectively. Additionally, 2) the demographic factors, categorized by the type of establishment, reveal differences in the perception of the strategic plan for the Eastern Food and Fruit Corridor Project in Chanthaburi Province. Specifically, these differences pertain to knowledge regarding the potential development of agricultural products between manufacturing businesses and retail trade businesses, as well as between manufacturing businesses and service businesses. Furthermore, it was found that marketing mix factors directly and positively influence the perception of the strategic plan for the development of the Eastern Food and Fruit Corridor Project in Chanthaburi Province. The distribution channel factor results reflect the most substantial positive impact (β = 0.496), while the price factor shows a negative relationship (β = -0.204), Although product and service factors, along with marketing promotion factors, also exhibit a direct positive effect on the overall perception of the strategic plan, these effects are not statistically significant by accepted standards.