แนวทางการพัฒนากลยุทธ์การตลาดของผลิตภัณฑ์ชุมชนตำบลท่าข้าม อำเภอหาดใหญ่ จังหวัดสงขลา The Development Approach for Marketing Strategy of Community Products in Thakham, Hat Yai District, Songkhla Province

Abstract

     The objectives of this research were to: 1) to study the internal and external environment of Thakham sub-district community products, 2) to examine marketing strategy affecting consumers' purchasing decisions of Thakham community products, and 3) to find out the guidelines for the development of a marketing strategy for community products in Thakham. This research was a qualitative and quantitative research using a purposive sampling method in selecting members from 7 groups of food product community enterprises. Twenty-one food product community enterprise members were selected as key informants. A semi-structured in-depth interview and non-participant observation were used to collect data. To attain the qualitative results, data analysis was used to examine the strengths, weaknesses, opportunities, and obstacles. Regarding obtaining the quantitative results, the data were gathered from the consumer groups who have bought products in Thakham Sub-District community but the population size was in the large scale. Therefore, Cochran, the formula for calculating the number of samples, was used to determine the size of population. 385 participants from Cochran method chosen by using convenient sampling method were required to complete 5-point Likert scale questionnaire. Data were then analyzed by means of descriptive statistics and multiple regression analysis.

         Research findings were as follows: 1) Thakham community products have strengths in terms of products that are very unique, whereas weaknesses in terms of form of packaging are found uninteresting to consumers. Having many substitute products revealed opportunities in promoting the consumption of community products from both government and private sectors and the obstacles of community products, 2) marketing strategy affects consumers' purchasing decisions of Thakham products (R = 0.756), with various variables of 71.40 percent in purchasing decisions of products in Thakham, and 3) regarding the guidelines for developing a marketing strategy for community products in Thakham. It is suggested that the enterprises should focus on product strategies that differentiate themselves in terms of local resource identity. The pricing strategy should be used to determine the bundled selling price to make consumers feel worthwhile. The distribution channel strategy should be developed as online distribution channels to be in accordance with the lifestyles of consumers. In addition, marketing communication strategies should include advertising or public relations in order to promote local product consumption as well as create customer awareness.