The Marketing Mix Development of Thai Traditional Food Products: A Case Study of Chiang Mai Traditional Green Chili Paste

Abstract

    This research aimed to develop a marketing mix guideline of green chili paste for Chiang Mai entrepreneurs. The research scope covered respondents’ opinions and demands on the marketing mix of green chili paste products which consisting of four aspects, namely, product, price, place and promotion. In all, 400 samples were studied of which 200 samples were Chiang Mai residents and another 200 samples were tourists. The result of the research showed that the respondents had an overall opinion at a degree of strong agreement towards the marketing mix of green chili paste products. When considered in detail of the four aspects, they rated each aspect at the degree of strong agreement.Keywords : Marketing Mix, Thai Traditional Food, Green Chili Paste