r r 2553 - มหาวิทยาลัยศรีนครินทรวิโรฒ
143
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Transcript of r r 2553 - มหาวิทยาลัยศรีนครินทรวิโรฒ
2553
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2553
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2553
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. (2553). .
. ( ). : .
: .
14
1. 20,001
2.
3 1
2 3
2
3.
)
3
FM 97.5 Seed FM 19.01 . – 22.00 .
4.
/
.05
5.
/ .05
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MARKETING COMMUNICATION STRATEGY DEVELOPMENT FOR
BABIMILD BABY TALCUM
AN ABSTRACT
BY
PANIDA KAOLOE
Presented in Partial Fulfillment of the Requirements for the
Master of Business Administration Degree in Marketing
at Srinakharinwirot University
May 2010
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Panida Kaoloe. (2010). Marketing Communication Strategy Development For Babimild Baby
Talcum. Master’s Project, M.B.A.(Marketing). Bangkok: Graduate School,
Srinakarinwirot University. Project Advisor: Dr. Warangkana Adisornprasert.
The objective of the research is to study the approach of guideline for marketing
communication strategy development for Babimild baby talcum. The sample of the research
is the Babimild baby talcum consumers in Bangkok who are 14 years old and above. The
statistic used in the research are the frequency, percentage, mean, standard deviation and
Chi-square.
The research findings are as follows:
1. Most of the respondents are single female, income over 20,001 Baht.
2. Most of the respondents are Babimild baby talcum consumers. The reason why
they use the baby talcum is because of its scent. Their opportunity to purchase baby talcum
is when they want to substitute the current one. The top three features they want from the
baby talcum are non-allergy, scent and natural ingredients, rash protection, respectively.
Besides, the frequency of the baby talcum usage is twice a day and those consumers also
have a high brand loyalty.
3. As for the Babimild baby talcum consumers’ behavior, most of the respondents
use Babimild Sweety Pink. They apply Babimild baby talcum for the face particularly;
however, they apply for the body for the whole day. The most influence person to use
Babimild baby talcum is the consumers themselves. An important factor of the Babimild
baby talcum usage is its scent. They expect that by using Babimind baby talcum, it wouldn’t
irritate their skin. TV media is the main media which consumers are exposed to Babimild
brand. It also the best media to induce the behavior of using Babimild baby talcum. Most of
the consumers watch Channel 3 and night drama is the most favorite program. The most
famous radio station is FM 97.5 Seed FM from 7.01pm to 10pm. The most attractive sales
promotion is a sale discount.
4. The demographic characteristics comprises of gender, marital status and types
of target group have affected to Babimild baby talcum using behavior in term of using
formula at statistically significant level of 0.05.
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5. The using behavior of Babimild baby talcum in term of the reason in using and
using occasion have affected to Babimild baby talcum using behavior in term of using
formula at statistically significant level of 0.05.
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1 ……………………………………………………………..………………………… 1
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( )
2 ( )
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3 ………………................................................................ 62
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1 7 (6Ws 1H)
7 (7Os) ………...………………..……… 23
2 ……………………………………..…… 28
3 ……………………………………………..…..…… 53
4 ………………………………………..…………..…..… 55
5 .………………................................. 58
6 ……….............. 67
7
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8
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9
( )…………………………………………….................... 68
10
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11
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12
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13
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14
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17 /
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18
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19
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20
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21
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22
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23
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24
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25
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26
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27
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28
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29
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30
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32 /
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33 /
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34 /
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35 /
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36 /
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37 /
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41
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42 …………………………………………..……… 111
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1 .................................................................................. 12
2 ……………………………………………………………… 21
3 …………………………………...………… 26
4 ……………………..… 56
5 ( 2551)……………………………………..……… 57
6 2551 - …………………………………………… 57
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1
1
2548-2549
50
2527 60 12 2539) 70
23 2562
1.8
1 2
5 26.1 1,000
(26.7 26.4) 5
31.4 1,000
69.9 77.6 (
. 2540: )
2
(With pack)
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“ ” “
”
“ ”
2549 “ ”
“ ”
“Natural ’n Mild ” 2551
“ ”
“ ”
2551
15.7% 21.3%
AC Nielsen. 2551)
2552
“ ”
“ ”
5
2 ( 2551)
9.1%
24.8% 26.9%
38.7% 2552 2,370 ( AC
Nielsen. 2552)
19% 2551 1,990
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3
1.
2.
3.
14
( )
14
( )
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n = z2 /4e2 95% 5%
385 ( 2546:26)
(Multi-stage sampling)
1 (Purposive sampling)
3
2 (Quota sampling)
385
1
97
96 3 96
96
3 (Convenience sampling)
1
1.1
1.1.1
1.1.2
1.2
1.2.1 5,000
1.2.2 5,001 – 10,000
1.2.3 10,001 – 15,000
1.2.4 15,001 – 20,000
1.2.5 20,001
1.3
1.3.1
1.3.2 /
1.3.3 / /
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1.4
1.4.1
1.4.2 -
1.4.3 3
1.4.4
2
2.1
2.2.1
2.2.2
2.2.3
2.2.4
2.2.5
2.2.6
2.2.7
2.2
2.2.1
2.2.2
2.2.3
2.2.4
2.2.5
2.3
2.3.1
2.3.2
2.3.3
2.3.4
2.4
2.4.1
2.4.2
2.4.3
2.4.4
2.4.5
2.4.6
2.4.7
2.4.8
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2.5
2.5.1 1
2.5.2 2
2.5.3 3
2.5.4 3
2.6
2.6.1
2.6.2
2.6.3 1
3
1.
2. 14
3.
4.
5.
/
6.
4
6.1 14 – 18
6.2 19 - 26
6.3 3
2 0 – 3
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6.4
3
7.
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8
1.
2.
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2
1.
2.
3.
4.
5.
6.
1.
1.1
; . (2541: 116) (Market segmentation)
(Submarket) (Market segment)
. 2541: 116)
. (Kotler; & Armstrong) (
2549: 131 Kotler; & Armstrong)
. (Churchill; & Peter) ( 2543: 176
Churchill; & Peter)
(Value perception)
. (Patrick Barwise) 2550: 111
Patrick Barwise)
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1.2
; . (2541: 116 -123)
1.2.1 6
1) (Mass marketing)
(Mass Product)
2) (Segment marketing)
(Market segment)
3) (Niche marketing)
(Niche market)
(Segment) (Subsegment)
(Market segment)
(Niche market)
4) (Local marketing)
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5) (Individual marketing)
4
(Customized marketing)
(One-to-one marketing)
6) (Self-marketing)
1.2.2 (Patterns of market segmentation)
( )
3
1) (Homogeneous preferences)
x y
2) ( Diffused preferences)
3) (Clustered preferences)
(Homogeneous preferences)
3
(1)
(Undifferentiated marketing)
(2)
(Concentrated marketing)
(3) 3 3
( Differentiated marketing)
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. . .
(Homogeneous preferences) ( Diffused preferences) (Clustered preferences)
1.2.3 (Market-segmentation procedure)
3
1) (Survey stage)
(1)
(2) (3)
(4) (5)
2) (Analysis stage)
3) (Profiling stage)
)
1.2.4 (Bases for segmenting consumer
markets)
4 )
1) (Geographic segmentation)
1 (Kotler. 1997: 254)
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2) (Demographic segmentation)
(Multiattribute demographic segmentation)
3) (Psychographic segmentation)
(1) (Social class)
(2) (Value and lifestyle)
(Lifestyle)
(Activities) (Interest) (Opinions)
AIOs
(Values and
lifestyle) VALS VALS (1)
(Actualizers) (2) (Fulfilleds) (3)
(Belivers) (4) (Achievers) (5)
(Strivers) (6) (Stugglers) (7) (Experiencers)
(8) (Makers) (1)
(Survivors) (2) (Sustainers) (3)
(Belongers) (4) (Emulators) (5) (Achievers)
(6) (I-AM-ME) (7) (Experimental) (8)
(Societally conscious) (9) (Integrated)
(3) (Personality)
(
)
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4) (Behavioristic segmentation)
(1) (Purchase occasion)
(2) (Benefit sought)
(3) (User status)
(4) (Usage rate)
(5) (Loyalty status)
(6) (Stages of readiness)
(7) (Attitude)
1.2.5 (Effective segmentation)
1) (Measurable)
2) (Substantial)
3) (Accessible)
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4) (Actionable)
5) (Differentiable)
1.2.6 (Market segmentation’s benefit)
1)
2)
3)
4)
1.3 (Market targeting)
; (2541: 123-125)
(Market targeting)
2
1.3.1 (Evaluating the market segment)
3
3
1) (Segment size and growth)
2) (Segment structural
attractiveness)
3) (Company objectives and resources)
1.3.2 (Selecting the market segment)
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1) (Undifferentiated marketing)
(Standardization) (Mass production)
2) (Differentiated marketing)
1
(1)
(2)
(Product modification cost) , (Production costs)
, (Administrative cost) , (Inventory cost),
(Promotion cost)
3) (Concentrated marketing)
(Single segment)
1.4
(Product positioning)
( )
( ; . 2541: 126)
“
”
1.4.1
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1) (Important)
2) (Distinctive)
3) (Superior)
4) (Communicable)
5) (Preemptive)
6) (Affordable)
7) (Profitable)
8) (Value)
1)
5 (Core product)
(Quality) (Feature) (Style) (Brand) (Packaging)
(Competitive
differentiation)
2)
2
(1) (Target market analysis)
(Demographic)
(Geographic)
(Psychographic)
(Behavioral)
4
(2) (Selecting the market segment)
3
- (Indifferentiated marketing or
total market)
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- (Differentiated marketing )
(Concentrated marketing)
3)
(1)
[Positioning by product attributes (Characteristics) ]
(2) )
(Positioning by product’s benefits and values)
(Value)
(3) (Positioning
by price/ quality)
(4) (Positioning
with respect to use or application)
(5) (Positioning by product
user)
(6) (Positioning
by product class)
(7) (Positioning by competitor)
(8) (Positioning
by cultural symbols)
(9) (Positioning by
lifestyles) AIOs
(Activities) (Interest) (Opinions)
(10) (Positioning by
combination of ways)
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4) (Product positioning
concept testing)
5)
1.4.2
(Brand repositioning)
2
1) (Trading down)
(Multibrand)
2) (Trading up)
“ ”
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2.
2.1
“ ”
(2520: 78)
(2541: 4-6)
/
/
(2539: 3)
(2542: 3)
(2540: 29)
2.2
(2542: 107)
a.
b.
c.
(2541: 128-130) (Consumer
behavior model)
(Stimulus)
(Buyer’s black box)
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(Buyer’s response) (Buyer’s purchase decision)
2 (Model of consumer behavior)
: Kotler.(2000). Marketing management. 10th ed. Analysis,planning, implementand control: P. 164
(Consumer behavior model)
(Stimulus)
(Buy’s black box)
(Buyer’s
response) (Buyer’s purchase decision)
S–R Theory
1. (Stimulus) (Inside stimulus)
(Outside stimulus)
-
-
-
-
-
- -
- -
- -
- -
- -
- -
- -
-
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(Buying movie) )
2
1.1 (Marketing stimulus)
(Marketing mix)
1.1.1 (Product)
1.1.2 (Price)
1.1.3 ( Distribution Place )
1.2 (Other stimulus)
1.2.1 (Economic)
1.2.2 (Technological)
1.2.3 (Law and political)
1.2.4 (Cultural)
2. (Buyer’s black box)
(Buyer’s characteristics)
(Buyer’s decision process)
3. (Buyer’s response)
(Buyer’s purchase decisions)
3.1 (Product choice)
3.2 (Brand choice)
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3.3 (Dealer choice)
3.4 (Purchase timing)
3.5 (Purchase amount)
2.3 (Analysis consumer behavior)
. (2541: 125)
(Analysis consumer behavior)
(Marketing strategies)
6Ws 1H
WHO?, WHAT?, WHY?, WHEN?, WHERE?, HOW? 7
70s OCCUPANNTS, OBJECTS, OBJECTIVE, ORGANIZATIONS,
OCCASIONS, OUTLETS and OPERATIONS
7 7
1 7 (6 Ws 1H) 7
(7Os)
(6Ws 1H) (7Os)
1.
(Who is in the target
market ?)
(Occupants)
(1)
(2)
(3)
(4)
(4Ps)
2.
(What does the consumer buy ?)
(Objects)
(Product
component)
(Competitive
differentiation)
(Product strategies)
(1)
(2)
(3) (4)
(5)
(Competitive ifferentiation)
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1 ( )
(6Ws 1H) (7Os)
3.
(Why does the consumer
buy ?)
(Objective)
(1)
(2)
(3)
(1) (Product
strategies)
(2)
(Promotion strategies)
(3) (Price
strategies)
(4)
(Distribution channel
strategies)
4.
(Who participates in the buying?) (Organizations)
(1)
(2)
(3)
(4)
(5)
)
(Advertising
and promotion strategies)
5.
(When does the
consumer buy? )
(Organizations)
(6)
(7)
(8)
(9)
(10)
)
(Advertising
and promotion strategies)
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1 ( )
(6Ws 1H) (7Os)
6.
(Where does the
consumer buy ?)
(Outlets )
(Distribution channel strategies)
: ; . (2541): 125
,
3.
3.1
(2539: 29)
(2530: 55)
(2537: 22)
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3.2 ( )
8
3 ( )
: ; . (2541: 276-286) ( Kotler. 1997: 638)
3.2.1 :
3
1)
1. (Identifying the target audience) Market ( )
8. (Managing and coordinating the marketing
communication process) Management ( )
2. (Determining the communication objectives) Mission ( )
7. (Measuring promotion’s results) Measurement ( )
6. (Deciding the promotion mix) Promotion Mix
3. (Designing the message) Message ( )
4. (Selecting the communication channels) Media ( )
5. (Establishing the total promotion budget) Money ( )
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2)
3)
3.2.2 :
(Communication objection)
(Mission)
(Response process)
1) (Cognitive stage)
2) (Affective stage)
( )
3) (Behavioral stage)
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2 (Response process model)
(Response
process)
AIDA
(AIDA
model)
(Hierarchy of
effects model)
(Innovation
adoption model)
(Communication
model)
(Cognitive
stage)
(Attention) (Awaness)
(Knowledge)
(Awareness) (Exposure)
(Reception)
(Cognitive)
(Affective
stage)
(Interest)
(Desire)
(Liking)
(Preference)
(Conviction)
(Interest)
(Evaluation)
(Attitude)
(Intention)
(Behavior
stage) (Action)
(Purchase) (Trial)
(Adoption)
(Behavior)
: . (2541): 278
3.2.3 :
4
1) (Message content)
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- (Rational appeal)
- (Emotional appeal)
- (Moral, social and environment
appeal)
2) (Message structure)
, ,
3) (Message format)
4) (Message source)
(Presenter)
3.2.4 :
2
1) (Personal channel) 3
- (Personal selling)
(Sales representative)
-
-
(Word of
mouth influence)
2) (Nonpersonal channels)
-
-
-
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3.2.5 :
(Money)
1)
2)
3)
4)
3.2.6 :
(Promotion mix) 4 (1)
(2) (3) (4)
,
, , ,
,
1) (Nature of the market)
( )
(1) (Type of market) 2
- (Consumer market)
- (Industrial market)
(2) (Geographic scope of the market)
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(3) (Number of customer)
(4) (Concentration of the market)
2) (Nature of the product)
(1) (Type of product)
- (Consumer goods)
- (Industrial goods)
(2) (Standardized product and
custom-made product)
(3)
(Technical and nontechnical product)
3) (Push versus pull strategy)
(1) (Push strategy)
(Sales force promotion)
(Trade promotion)
(2) (Pull strategy)
(End users)
(Consumer
promotion)
4) (Buyer readiness stage)
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(1) (Awareness)
(2) (Comprehension)
(3) (Conviction)
(4) (Ordering)
(5) (Reordering)
5) (Product life cycle stage)
(1) (Introduction stage)
(Primary demand) (Type of product)
(2) (Growth stage)
(Selective demand)
(3) (Maturity stage)
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(4) (Decline stage)
6) (Funds available)
3.2.7 :
(Measuring the
promotion’s results)
1)
2)
3.2.8 :
(Coordinated marketing communication)
1)
2)
3)
4)
3.3
(Attitude) (Behavior)
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3.3.1 (Advertising)
(2539: 113)
1.
2.
3.
4.
5.
6.
( . 2532: 9)
1.
2.
3.
4.
5.
(2541: 143)
(Advertising objectives setting) (Mission)
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1. (To inform) (Informative
advertising) (Pioneering stage)
(Primary demand)
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
2. (To persuasive) (Persuasive advertising)
(Competitive stage)
(Selective demand)
(Comparison advertising)
2.1
2.2
2.3
2.4
2.5
2.6
3. (To remind) (Reminder
advertising)
(Retentive stage)
3.1
3.2
3.3
3.4
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( . 2541 :
106-113)
1. (classification by target audience)
1.1 (Consumer advertising)
1.2 (Business advertising)
4
1.2.1 (Industrial advertising)
1.2.2 (Trade advertising)
1.2.3 (Professional advertising)
1.2.4 (Farm or agricultural advertising)
2. (Classification by geographic area
covered)
2.1 (International advertising)
2.2 (International advertising)
2.3 (Regional advertising)
8 4
10
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2.4 (Local advertising)
3. (Classification by medium)
3.1 (Electronic advertising)
3.1.1 (Television advertising)
(Ideal advertising medium)
3.1.2 (Radio advertising)
AM. FM.
3.2 (Print advertising)
3.2.1 (Newspaper advertising)
3.2.2 (Magazine advertising)
(Demographic)
(Lifestyle) AIOs (Activities) (Interests)
(Options)
3.3 (Out-of-home advertising)
3.3.1 (Outdoor advertising)
3.3.2 (Transit advertising)
3.4 (Direct mail advertising)
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3.5 (Directories advertising)
3.6 (Display advertising)
3.7 (Other medias)
4. (Classification by function or purpose)
4.1 (Product advertising)
2
4.1.1 (Product advertising)
4.1.2 (Corporate advertising)
4.2
(Communication versus noncommercial advertising)
4.3
(Direct action versus indirect action advertising)
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4.4
(Primary demand versus selective demand)
(Primary demand) (Generic
category of product) (Pioneering advertising)
(Selective demand)
(Competitive advertising)
(Comparative advertising)
4.5 (Cooperative advertising)
2
4.5.1 (Vertical cooperative advertising)
(Advertising allowances) (Promotion allowances)
4.5.2 (Horizontal cooperative
advertising)
4.6 (Teaser advertising)
(2541: 485)
1. (Straight-sell or factual massage)
2. (Lifestyle Slice of life)
3. (Fantasy)
4. (Mood or image)
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5. (Musical)
6. (Personality symbol)
( )
7. (Technical expertise)
8. (Scientific evidence)
9. (Testimonial)
10. (Endorsement)
3.3.2
(2540: 201)
1. (Mass media)
(Non mass media)
(Non media)
2. (Paid media) (Free
media) (Public relation : PR)
3. (Multiple target group)
PR
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( )
1. PR (Added value)
2. (Image building)
(Understanding)
3. (Education)
4. (Creditability building)
(Public relation tools) . 2540 : 214)
1. (Publicity)
2. (Interview)
3. (Press Media relation) PR
4. (Community relation)
5. (Public affairs) (Public project)
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6. (Special event)
7. (Staff development)
8. (Issue management)
9. (Crisis management)
10. (Sponsorship)
11. (Charity)
1. (Image)
(Story) (Legend)
2.
3. (Values added)
30
PR
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3.3.3 (Sales Promotion : SP)
(2541: 243)
1.
2.
3.
3.1
3.2
3.3
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1.
2.
3.
3.1
3.2
3.3
3.4
3.5
4.
5.
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(2544: 117)
1. (Price-off)
2. (Coupons)
2
3. (Sample)
4. (Premiums)
5. (Sweepstakes and contests)
6. (Stamps)
3.3.4 (Personal selling)
- (Personal interaction)
2
- (Cultivation)
- (Response)
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3.3.5 (Direct marketing)
(Direct mail)
(Telemarketing) (Internet marketing) 3
- (Customized)
- (Up-to-date)
- 2 (Interactive)
2
3.3.6 (Point-of-purchase communications : POP)
(2544: 95)
1.
POP
2.
70 (
)
3.
POPAI POP
POP 36.50
POP POP POP
12.50, 10.80 5.50 POP
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1. (Attract attention) IMC
(Stopping power)
(Shelf-talker)
2. (Remind)
(Shopping-cart advertising)
(In-store advertising)
3. (Inform)
4. (Persuade)
(P-O-P radio)
5. (Create image) POP
6. (Encourage) POP
POP
POP
POP
POP
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7. (Merchandise)
(Slogan) (Brand
contact)
2
1. (Packaging and name)
(Packaging)
,
,
2. (Point-of-purchase sings and displays)
5
-
-
-
-
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3.3.7 (Event marketing)
(Special
event)
2
(2544: 85)
1. (Created events)
2. (Participating events)
3
2.1 (Product events)
2.2 (Corporate events)
2.3 (Community events)
(Goodwill)
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1.
2.
3.
4.
5.
(2540: 274)
1.
2.
3.
4.
5.
6. (Event logo) (Brand
logo)
7. (Merchandises)
8.
9.
10.
11.
12. (Mascot)
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13.
14.
15.
16.
4.
“ Babi mild ”
20
Natural ‘N Mild
“ ”
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0 – 3
C ,
12 – 40
C ,
• (Tangible benefits)
•(Emotional relationship)
“Babi mild”
, , , ,
Skin care Oil , Lotion
4
1. (Talcum powder)
2. (Fabric liquid washer & softener)
3. (Bottle & nipple cleanser, giftset )
4. , , , (Liquid soap, Bar soap,
Shampoo, Lotion & Oil)
1. (Talcum powder)
(Core value- Babi mild powder)
- ( )
- Dermatological test
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3 (Talcum powder)
1.
(Pure protection)
- Anti-rash Babi mild
-
Allantoin
-
-
2.
(Sweet tunder)
- Cotton seed oil & Arnica flower
-
-
3.
( Happy time)
- Vitamin E & Rosemary extract
-
4.
( Double milk )
- Double milk & Mixed berries
-
5.
( Ultra mild )
-
:
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2. (Fabric liquid washer & softener)
1
”
1)
• “ ”
•
•
•
“Dermatological test”
2)
•
•
•
•
”Dermatological test”
: ( D-nee ) , (Kodomo)
(Home)
3. (Bottle & Nipple cleanser, Giftset )
3.1 (Bottle & Nipple cleanser)
3.2 ( Giftset )
4. , , , (Liquid soap, Bar
soap, Shampoo, Lotion & Oil) 5
4.1 (Baby Bath)
4.2 (Soap)
4.3 (Lotion)
4.4 (Oil)
4.5 (Shampoo)
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5.
5.1
2,770
19,728.06 ( AC Nielsen.2552)
(With pack) (Care)
4 (Baby powder market value)
Period MAT Apr’09 ( )
Total Baby 2,770
Babi mild 18.0
Care 45.0
Jognson 25.0
Kodomo 4.0
: ( AC Nielsen. 2552)
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5.2
5.2.1
- (
)
- Dermatological test
“
”
5.2.2
4 :
5.2.3
“
”
2549
“ ”
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“Natural ’n Mild ”
5.2.4 ( )
5
BRAND /
1. ( )
2. )
3.
4. ( )
5 ( 2551)
6 2551 -
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5 ( )
BRAND /
5. ( ) / ( )
6.
7. ( )
8. ( ) / ( )
9.
:
6.
(2546)
(Buyer) 26-35
5-6
6
1 1 500
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,
,
,
,
(2551)
15
31
. 5,000
(
, , )
2 /3
3 290
( )
(2547)
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400
25 - 34 /
10,000
1 3
(2550)
25-34
10,001-15,000 1
(2552)
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25 – 34
10,000
“ ” ”
” “ ”
“ ”
“ ”
(2545)
2
1
2
/
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3
1.
2.
3.
4.
5.
1.
14
)
14
( )
n = z2 /4e2 95% 5%
385 ( 2544:26)
(Multi-stage sampling)
1 (Purposive sampling)
- 3
2 (Quota sampling)
385
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1
97 -
96 3 96 96
3 (Convenience sampling)
2.
2.1
2.2.1
2.2.2
2.2.3
2.2.4
2.2
3
1
4
2
6
3
/
14
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3.
2
3.1 (Primary Data)
385
1
3.2 (Secondary Data)
(Conceptual Framework)
(Reference) (Research Report)
4.
4.1
4.2
4.3
SPSS Version 15 (Statistical Package for Social
Science) 0.05 (Level or Significance)
5.
5.1
5.1.1 (Percentage) ( . 2538: 75)
P = f x 100
n
P
f
n
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5.1.2 (Mean)
. 2544: 36)
x
n
5.1.3 (Standard Deviation)
( . 2544: 49)
S.D.
n
5.2
(Chi-spare test)
.2542: 222)
EEO 2
2
NCRE
2
OE
R
C
N
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4
4
n
X (Mean)
SD (Standard Deviation)
P (Probability) 2 (Chi-square test)
Sig. SPSS
H0 (Null Hypothesis)
H1 (Alternative Hypothesis)
* 0.05
4
1
2
3
4
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1
6
)
55 14.3
330 85.7
385 100.0
6 330
85.7 55 14.3
7
)
5,000 69 17.9
5,001 – 10,000 76 19.8
10,001 – 15,000 54 14.0
15,001 – 20,000 67 17.4
20,001 119 30.9
385 100.0
7 20,001
119 30.9 5,001 – 10,000
76 19.8 5,000 69
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17.9 15,001 – 20,000 67 17.4
10,001 – 15,000 54 14.0
8
)
217 56.4
/ 164 42.6
/ / 4 1.0
385 100.0
8 217
56.4 / 164 42.6 /
4 1.0
9 ( )
)
/ / 221 57.4
/ 164 42.6
385 100.0
9 / /
221 57.4 /
164 42.6
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10
)
97 25.2
- 96 24.9
96 24.9
96 24.9
385 100
10 97
25.2 - 96 24.9
96 24.9
96 24.9
2
11
)
73 19.0
59 15.3
244 63.4
7 1.8
2 0.5
385 100.0
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11 244
63.4 73 19.0
59 15.3 7 1.8
2 0.5
12
)
162 42.1
11 2.9
78 20.2
47 12.2
84 21.8
3 0.8
385 100.0
12
162 42.1 84 21.8
78 20.2 47
12.2 11 2.9
3 0.8
13
)
15 3.9
76 19.7
45 11.7
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13 ( )
)
240 62.3
9 2.4
385 100.0
13
240 62.3
76 19.7 45 11.7
15 3.9
9 2.4
14
1 2 3
(3 ) (2 ) (1 )
162 486 70 140 67 67 693
12 36 14 28 39 39 103
12 36 43 86 71 71 193
33 99 35 70 27 27 196
85 255 88 176 49 49 480
32 96 70 140 45 45 281
30 90 49 98 53 53 241
19 57 19 38 29 29 124
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14
3
1
693 2 480
3 281
15
)
1 57 14.8
2 156 40.5
3 37 9.6
3 135 35.1
385 100.0
15 2
156 40.5 3 135
35.1 1 57 14.8 3 37
9.6
16
)
144 37.4
218 56.6
1 23 6.0
385 100.0
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16
218 56.6
144 37.4 1 23 6.0
3
17 /
/ )
) 156 40.5
( ) 117 30.4
) 68 17.7
( ) 44 11.4
385 100.0
17 /
( ) 156 40.5 )
117 30.4 ) 68 17.7
( ) 44 11.4
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74
18
)
62 16.1
115 29.9
67 17.4
84 21.8
57 14.8
385 100.0
18
115 29.9 84
21.8 62 16.1
57 14.8
19
)
287 74.5
21 5.5
70 18.2
7 1.8
385 100.0
19
287 74.5 70
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18.2 21 5.5 7
1.8
20
)
140 36.4
47 12.2
48 12.6
41 10.6
66 17.1
17 4.4
2 0.5
5 1.3
19 4.9
385 100.0
20
140 36.4
66 17.1 48 12.6
47 12.2 41
10.6 19 4.9 5
1.3 2 0.5
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21
)
98 25.5
255 66.2
21 5.4
11 2.9
385 100.0
21
255 66.2 /
98 25.5 21 5.4
11 2.9
22
( 1 )
)
269 69.9
219 56.9
30 7.8
22
269 69.9 219 56.9
30 7.8
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77
23
)
350 90.8
6 1.6
26 6.8
3 0.8
385 100.0
23
350 90.8 26 6.8
6 1.6 3 0.8
24
( 1 )
)
376 97.7
57 14.8
15 3.9
61 15.8
31 8.1
9 2.3
) 27 7.0
6 1.6
38 9.9
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78
24
376 97.7 61
15.8 57 14.8 38 9.9
31 8.1 ) 27
7.0 15 3.9 9
2.3 6 1.6
25
)
347 90.1
5 1.3
3 0.8
6 1.6
21 5.4
3 0.8
385 100.0
25
347 90.1
21 5.4 6 1.6
5 1.3 3 .8 3
0.8
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79
26
)
3 161 41.8
5 13 3.4
7 158 41.0
9 53 13.8
385 100.0
26
3 161 41.8 7 158
41.0 9 53 13.8 5 13 3.4
27
)
211 54.8
75 19.5
84 21.8
9 2.3
6 1.6
385 100.0
27
211 54.8 84
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80
21.8 75 19.5 9
2.3 6 1.6
28
)
FM 91.5 Hot FM 6 2.0
FM 94 EFM 20 6.5
FM 95 21 6.8
FM 95.5 Virgin Hitz 44 14.3
FM 97.5 Seed FM 95 30.9
FM 102.5 Get FM 19 6.2
FM 105.5 Easy FM 7 2.3
FM 106.5 Green Wave 41 13.4
FM 107 MET 12 3.9
42 13.7
307 100.0
28
FM 97.5 Seed FM 95 30.9 FM 95.5 Virgin Hitz
44 14.3 FM 93.5 96.5 99 103.5 42
13.7 FM 106.5 Green Wave 41 13.4 FM 95
21 6.8 FM 94 EFM 20 6.5 FM
102.5 Get FM 19 6.2 FM 107 MET 12
3.9 FM 105.5 Easy FM 7 2.3 FM 91.5 Hot FM 6
2.0
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81
29
)
7.00 . 24 6.2
7.01 . – 10.00 . 82 21.4
10.01 . – 13.00 . 19 4.9
13.01 . – 16.00 . 19 4.9
16.01 . – 19.00 . 69 17.9
19.01 . – 22.00 . 119 30.9
22.01 . 53 13.8
385 100.0
29
19.01 . – 22.00 . 119 30.9 7.01 . –
10.00 . 82 21.4 16.01 . – 19.00 . 69
17.9 22.01 . 53 13.8 7.00
. 24 6.2 10.01 . – 13.00 . 19
4.9 13.01 . – 16.00 . 19 4.9
30
)
182 47.3
(with pack) 100 26.0
50 13.0
53 13.7
385 100.0
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82
30
182 47.3 (with pack)
100 26.0 53 13.7
50 13.0
4
1
1.1
H0:
H1:
31 /
/
( ) ) ( ) ( )
21 11 18 5 55
135 106 50 39 330
156 117 68 44 385
2 = 10.918* Sig.(2- sided) = .012
* 0.05
31 /2 10.918 Sig.(2- sided)
.012 .05 (H0) (H1)
.05
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83
1.2
H0:
H1:
32 /
/
( ) ) ( ) ( )
5,000 27 24 9 9 69
5,001-10,000 29 29 9 9 76
10,001-15,000 19 16 12 7 54
15,001-20,000 33 15 11 8 67
20,001 48 33 27 11 119
156 117 68 44 385
2 = 10.905 Sig.(2- sided) = .537
32 /2 10.905 Sig.(2-
sided) .537 .05 (H0)
1.3
H0:
H1:
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84
33
/
( ) ) ( ) ( )
82 80 36 23 221
/
/ 74 37 32 21 164
156 117 68 44 385
2 = 8.282* Sig.(2- sided) = .041
* 0.05
33 2 8.282
Sig.(2- sided) .041 .05 (H0)
(H1)
.05
1.4
H0:
H1:
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85
34
/
( ) ) ( ) ( )
37 37 11 12 97
38 37 14 7 96
38 20 21 17 96
43 23 22 8 96
156 117 68 44 385
2 = 19.625* Sig.(2- sided) = .020
* 0.05
34
/ 2 19.625
Sig.(2- sided) .020 .05 (H0)
(H1)
.05
2
2.1
H0:
H1:
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86
35 /
/
( ) ) ( ) ( )
25 24 23 10 82
27 14 7 11 59
104 79 38 23 244
156 117 68 44 385
2 = 14.236* Sig.(2- sided) = .027
* 0.05
35 /2 14.236 Sig.(2-
sided) .027 .05 (H0) (H1)
.05
2.2
H0:
H1:
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87
36
/
( ) ) ( ) ( )
67 62 8 25 162
39 25 19 6 89
14 9 16 8 47
36 21 25 5 87
156 117 68 44 385
2 = 44.599* Sig.(2- sided) = .000
* 0.05
36 2 44.599
Sig.(2-tailed) .000 .05 (H0)
(H1)
.05
2.3
H0:
H1:
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88
37 /
/
( ) ) ( ) ( )
39 37 10 5 91
19 12 6 8 45
98 68 52 31 249
156 117 68 44 385
2 = 13.232* Sig.(2- sided) = .039
* 0.05
37
/ 2 13.232
Sig.(2- sided) .039 .05 (H0)
(H1)
.05
2.4
H0:
H1:
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89
38 /
/
( ) ) ( ) ( )
1 21 20 9 7 57
2 52 53 35 16 156
3 18 6 8 5 37
3 65 38 16 16 135
156 117 68 44 385
2 = 13.884 Sig.(2- sided) = .127
38 2 13.884
Sig.(2- sided) .127 .05 (H0)
2.5
H0:
H1:
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90
39 /
/
( ) ) ( ) ( )
58 48 16 22 144
91 60 47 20 218
7 9 5 2 23
1
156 117 68 44 385
2 = 10.815 Sig.(2- sided) = .094
39 2 10.815
Sig.(2- sided) .094 .05 (H0)
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91
40
1
1.1
1.2
1.3
1.4
2
2.1
2.2
2.3
2.4
2.5
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92
5
1.
2.
3.
1.
2.
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93
14
)
14
)
n = z2 /4e2 95% 5%
385 ( 2546:26)
(Multi-stage sampling)
1 (Purposive sampling)
3
2 (Quota sampling)
385
1
97 96
3 96 96
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94
3 (Convenience sampling)
1
1.1
1.2
1.3
1.4
2
3
1
4
2
6
3
/
14
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95
2
1 (Primary Data)
385
1
2 (Secondary Data)
(Conceptual Framework) (Reference)
(Research Report)
1
2
3
SPSS Version 15 (Statistical Package for Social Science)
0.05 (Level or Significance)
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96
1
330
20,001 119 217
2
244
162 240
3
1 2 3
2 156
218
3
/ ) 156
115
287 140
255
269 350
376
347
3 161 211
FM 97.5 Seed FM 95
19.01 . – 22.00 . 119
182
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97
4
1
1.1 /
.05
1.2 /
1.3 /
.05
1.4 /
.05
2
2.1 /
.05
2.2 /
.05
2.3 /
.05
2.4 /
2.5 /
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98
1.
20,001
(2546)
(Buyer)
2.
(2538)
3
(2546)
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99
2
(2545)
2
(2552)
3.
) /
)
(2550)
3
(2551)
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100
(2542: 54) (Motivation) (Motives)
(Drive)
4.
/
2540: 130)
(2545: 70)
5.
/
(Decision Process) (2545: 67-70)
6 1. (Stimulus) 2.
(Problem Recognition) 3. (Information Search) 4.
(Evaluation of Alternative) 5. (Purchase) 6. (Post-Purchase
Behavior) (Information Search)
(Internal Search)
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101
” 5
1 – 4
5
1. (AC Nielsen.2552)
1.1 2552
4,200 4
1.2 2552
2,300 6
1.2.1 552
24 35
1.2.2 1,012
44 2
1.2.3 575
25 9
1.2.4 46
2 14
1.2.5 69
3 22
1.3
1.3.1 33
1.3.2 26
1.3.3 11
1.3.4 18
1.3.5 12
1.4
1.4.1 57
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102
1.4.2 19
1.4.3 23
1.4.4 1
1.5 4
1.5.1 )
72 13
1.5.2 )
193 35
1.5.3 )
226 41
1.5.4 ( ) 61
11
35
2552
2. (Brand Positioning)
“ ”
2
2.1 (Tangible benefits)
2.2 (Emotional relationship)
“ ”
3. (Brand Character)
“ ”
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103
4. 4
4.1 )
- 3
4.2 )
- 12-18
4.3 )
- 19-26
4.4 ( )
- 26
5.
“ ”
“ ”
2549 “ ”
“ ”
“Natural ’n Mild ”
2551
( ) “ ” 2552
( )
“ ”
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104
2551
( )
( ) )
( )
/
( )
( )
( )
(Price-off)
(with pack) ( )
) ( )
( )
8
5.1
26
5.2
5.2.1
( )
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105
5.2.2
5.2.3
5.3
( )
“ ”
-
( )
-
“ ”
5.4
5.4.1
3 7
( )
(Product Placement)
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106
5.4.2
( )
5.4.3
( )
FM 97.5 Seed FM FM 106.5 Green Wave 16.01–22.00 .
5.4.4
(with pack)
( )
)
( )
( )
5.4.5
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107
5.5
(Money)
( )
-
( )
-
( )
( )
5.6
(Promotion Mix)
( ) 4 (1) (2)
(3) (4)
5.6.1 (Nature of the Market)
( )
26
(Geographic Scope of the
Market)
-
-
-
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108
-
-
5.6.2
(Consumer Goods)
( )
5.6.3
( ) (Pull Strategies)
(Push Strategy)
(Pull Strategies)
1.
-
-
-
2.
-
( ))
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109
3.
-
( )
-
( )
-
( ) 30
4.
-
-
( )
5.
-
- /
(Push Strategy)
-
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110
41 ( )
1-3 1.
1.1 3 -
-
-
- Product Placement **
1.2 7 -
-
-
- Product Placement **
2-5 1. -
- Modern MOM
- Slimming
2-4 2. - FM 97.5 Seed FM 16.01 – 22.00 .
- FM 106.5 GreenWave 16.01 – 22.00 .
1-4 3.
(with pack)
-
-
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111
41 ( )
1-6 1. -
: Product Placement**
42
1 2 3 4 5 6
5.7
(Measuring the Promotion’s Results)
-
-
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112
5.8
(Coordinated Marketing Communication)
-
-
-
-
1.
2.
3.
4.
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113Clic
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114
. (2544). : . :
.
………… (2545). SPSS for Windows . 5. :
.
. (2551).
. . ( ). :
. .
. (2548).
. .
( ). : . .
. (2541). . 7. : .
.............. (2542). . : .
.............. (2544). . :
. (2542). . : .
. (2540). . 5. :
.
. (2550). . : .
.(2543). : 21. :
. (2538). . 2538.
. (2541). . : .
............... (2541). . : .
............... (2539). . : .
. (2540) 15 2553 ThaiPR
www.thaipr.net
. (2552).
. .
( ). : . .
. (2546).
. .( ). :
. .
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115
. (2542). . : .
. (2539). . 5. :
.
. (2550).
. .( ). :
. .
. (2545).
. . ( ). :
.
. (2551, ). AC Nielsen .
.
.............. (2552, ). AC Nielsen . .Philip Kotler. (2000). Marketing management. 10th ed. New Jersey: Simon&Schuster.
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116Clic
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117Clic
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118
3
1
2
3
------------------------------------------------------------------------------------------------------------------
1
( )
1.
2.
5,000 5,001 – 10,000
10,001 – 15,000 15,001 – 20,000
20,001
3.
/
/ /
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119
4.
-
2
( )
1. 1 )
…………..…………
2. 1
………………………
3.
…………………….
4.
(1 = 1 2 = 2 3 = 3 )
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120
5.
1 2
3 3
6. 1
1 ……………………………
3
( )
1. /
) )
) ( )
2. 1 )
…………………………
3.
…………………………
4. 1 )
……………………
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121
5. 1 )
……………………
6. 1 )
……………………
7. 1 )
………………………….
8. 1 )
)
…………………
9.
)
……………………
10.
3 5
7 9
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122
11.
……………………
12.
FM 91.5 Hot FM FM 94 EFM
FM 95 FM 95.5 Virgin Hitz
FM 97.5 Seed FM FM 102.5 Get FM
FM 105.5 Easy FM FM 106.5 Green Wave
FM 107 MET ……………………
13.
7.00 . 7.01 . – 10.00 .
10.01 . – 13.00 . 13.01 . – 16.00 .
16.01 . – 19.00 . 19.01 . – 22.00 .
22.01 .
14.
(with pack)
………………………...
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123Clic
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125Clic
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126
1.
2.
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127Clic
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128
22 2524
43/1
10900
. 2545
. 2553
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