Business Plan Development of Healthy chili paste products Hua-Hin District, Prachuap Khiri Khan Province

Abstract

The purpose of this article were (1) to study the behavior of consuming healthy chili paste products (2) to study the marketing mix (4P's) of purchasing healthy chili paste products (3) for Prepare a business plan for developing healthy chili paste in Hua Hin District, Prachuap Khiri Khan Province. From the sample group in the study were Thai tourists, both male. and females traveling to travel in Prachuap Khiri Khan Province, there are 400 people. (1). The results of the research found that; consumers want to buy healthy chili paste products as souvenirs by choosing to buy sea bass chili paste products. Products are purchased from tourist attractions in Prachuap Province. The person who has the most influence on purchasing decisions is oneself, with an average cost per purchase of 500 - 1,500 baht (2). It was found that in the product area It is a health product. The price is appropriate for the size of the package. Distribution channel Most consumers choose to buy products from souvenir shops in Prachuap Khiri Khan Province. and marketing promotion Organize promotional activities every month (3) Developing existing products Adjust the recipe and use healthy ingredients. Develop products and packaging to meet consumer needs Increase product distribution channels and developing marketing strategies that can meet the needs of consumers to achieve maximum satisfaction.