Marketing Mix Factors Affecting Som Tum Consumption at Krok Yai by Somtum Ded

This study examined 1) the comparison of Som Tum consumption behavior at Krok Yai by Som Tum Ded, classified by personal data, and 2) marketing mix factors affecting Som Tum consumption behavior.Data from 400 questionnaires were analyzed using percentages, means, Chi-square, and Multiple Regression Analysis.Most respondents were female, aged 31-40, working as contract workers or company employees, earning 20,000-29,000 baht monthly.Different occupation has an impact on Som Tum consumption behavior at Krok Yai by Som Tum Ded with no different.Promotion and personal factors significantly influenced Som Tum consumption behavior at the 0.05 significance level.