Factors affecting the success of the ornamental fish business A case study of fighting fish, Nakhon Pathom Province

Abstract

The purposes of this research are to 1. Compare the success of the ornamental fish business. Case studies of fighting fish when classified according to the personal factors of the operator; 2. Study the influence of the marketing mix on the success of the ornamental fish business. Case studies of fighting fish In Nakhon Pathom Province, researchers collected samples from 400 operators selling fighting fish in Nakhon Pathom province using a quota sampling method in a portion of the neighborhood of 7 districts in Nakhon Pathom. The statistics used in the data analysis consisted of percentage, mean, standard deviation, t-test, one-way analysis of variance, and multiple regression analysis.

         The research results showed that: 1. Success in operating an ornamental fish business Case studies of fighting fish were different when classified by gender and personal income. 2. The influence of the marketing mix affects the success of the ornamental fish business. Case studies of fighting fish In Nakhon Pathom Province, consists of the promotion of marketing, price, and product quality respectively. The multiple regression analysis equations is;

The success of the ornamental fish business (Y) = 0.83 + 0.23. Product quality (X₁) ** + 0.31 price (X₂) ** + 0. 10 place (X₃) + 0. 47 promotion of marketing (X₄) **

With the prediction accuracy of the said equation at 43 percent.