Guidelines to Promote the Marketing Strategies under the Self-Sufficiency Economic Philosophy of the Community Enterprise in Samsung District, KhonKaen Province

Abstract

The purposes of this research were 1) to study the demographic characteristic of the presidents of the community enterprise in Samsung district, KhonKaen province, 2) to study the factors of marketing strategies under the self-sufficiency economy philosophy of community enterprise,3) to compare the differentiation between the opinion of the presidents who used of high and lower self-sufficiency economic philosophy of community enterprise and 4) to propose the guidelines as to promote the marketing strategies under the self-sufficiency economic philosophy in Samsung district, KhonKaen province. This research had been used as the mixed research known as the quantitative research. The data collection had been used as questionnaires apart from the sampling group of 31 persons. The statistics had been used were as follows: the descriptive analysis for data analysis,and tested hypothesis at 0.05 level, and the qualitative research by focus group with 7 experts. The findings were as follows: 1)The majority of the presidents of the community enterprise were female, at the age of 55 years old and over, graduated at the primary school, main occupations were agriculturists. Most of the business type was: the processed and food ,own capital, operating had been over 7 years. The lowest initial capital was 800 Baht. The group of the community enterprise was on the food processing .Hence, the highest initial capital investment was the beverage using the capital approximately 3,000,000 Baht. The lowest income of the group was 8,000 Baht per year. The business group of the community enterprise was the wickerwork. The group’s highest income was the beverage approximately 1,200,000 Baht per year.The lowest group’s expense was 2,000 Baht. The business that the community enterprise had been made was the herbal product. The highest expense of the group was the beverage approximately 600,000 Baht. The business that the community enterprise had no dividend which included food processing, plant production, wickerwork, herbal, factors of production and beverage. But the highest dividend was the wickerwork approximately 140,000 Baht per year. 2) There were used the marketing strategies under the sufficiency economy philosophy of the community enterprise overall were in the moderate level. 3)The hypothesis testing found that the leader of the community enterprise used the marketing strategies under the self-sufficiency economy philosophy somewhat had been used, but it seemed to be less that differed affected to the marketing strategies overall in the difference under the self-sufficiency economy philosophy that differently. 4)The guidelines to promote the marketing strategies under the self-sufficiency economy philosophy of the community enterprise were:1) The product: focused on the use of all kind resources economically and was in the most effective: and produced goods with social and environment responsibility, producing must be in probity, producing with high quality, safety to the consumers and quality examination and safety of products through its production process with honesty. 2) The price: focused on pricing based on the products quality, giving credit, to sale on cash according to it methods. The member known about the price movement, to set up the fair price, not take advantage of the customers and not focus on the short term interest. 3) The place: they had network, take honesty, not take advantage of the distributors and created good relationships with the trading partner. 4) The promotion, focused on the reasonable advertisement, viral marketing ,exhibition, discount and had premium product, arranging some activities returned to the community, sharing and take responsibility to live together in the society.