The Commercial market of banana flour : a case study of bakery business in Bangkok

Abstract

The objectives of this research are to study marketing mix factors of banana flour in bakery business, to study organizing factors of banana flour in bakery business and to provide them marketing guidelines of banana flour in bakery business. The research instruments used for data-gathering were semi-structured interview. The results of the interviews were created by using independent variables in questionnaire. The samplers of this research composed of 196 bakery business, with 100% response rate. The results were as follows : The marketing mix factors of banana flour in bakery business in price, place, product and promotion were at high level, respectively. The organizing factors of banana flour in bakery business in buying center, environment, organization and individual participants were at high level, respectively. Recommended marketing guidelines the marketing of banana flour in bakery business are providing features and benefit of banana flour on the packaging label for a better understanding, setting the price of banana flour, pricing banana flour over the dough to add more valve, distributing banana flour to bakery store and related, using marketing online to promote banana flour, creating a long term plan for a stronger banana flour market and studying organizational structure of bakery business by focusing on purchasing authority.