The commercial marketing guidelines of banana flour in bakery business

Abstract

The objectives of this research are to study marketing mix factors of banana flour in bakery business and to study organizing factors of banana flour in bakery business. Data were gathered by using in-depth interviews and questionnaires. The samplers of this research are bakery business in Bangkok to analyze it through typological analysis, domain analysis and descriptive statistics. The result of this research shows that there are 32 Marketing Mix factors divided into 8 Product factors, 4 Price factors, 6 Place factors and 14 Promotion factors. There are 12 Organizing factors divided into 4 Environmental factors, 2 Organizational factors, 3 Buying Center factors and 3 Individual factors and show that Price factors, Place factors, Product factors and Promotion factors were at high level respectively. Buying Center factors, Environmental factors, Organizational factors and Individual factors were at high level respectively. The researchers provided commercial marketing guidelines of banana flour in bakery business for entrepreneurs and advised them to improve packaging of banana flour, to promote the image of banana flour as a healthy food, to develop distributing channel through retail stores, to focus on marketing communication through online, to plan a long term banana flour marketing strategies and to create a good relationship with bakery business owner.