Model for Upgrading Small Businesses to Develop The Plastic Pellet Marketing Mechanism With Network Partners in The Metropolitan Area
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Abstract
The objectives of this research were to: (1) study the components of upgrading small businesses and the marketing mechanism for plastic pellets with network partners in suburban areas, (2) develop a model for upgrading small businesses and the marketing mechanism for plastic pellets with network partners in suburban areas, (3) test the model for upgrading small businesses and the marketing mechanism for plastic pellets with network partners in suburban areas, and (4) summarize the results of using the model for upgrading small businesses and the marketing mechanism for plastic pellets with network partners in suburban areas. This research was conducted using a research and development approach, incorporating both quantitative and qualitative methods. The research samples consisted of two groups. The first group for studying the components of the model included 660 small business owners or heads, deputy heads, and executive board members of plastic pellet businesses in suburban areas, selected through simple random sampling by drawing lots. The second group for testing the model consisted of 50 participants from 20 companies, including business owners or heads, deputy heads, and executive board members of plastic pellet businesses, selected through simple random sampling with voluntary participation. The research instruments included interviews, questionnaires, knowledge tests, and evaluation forms for planning and design during training. The research team synthesized qualitative data from the interviews and analyzed basic statistics, including mean, standard deviation, t-value, and confirmatory factor analysis (KMO and Bartlett's Test) for interpreting the data.
The research findings were as follows: (1) The components of upgrading small businesses and the marketing mechanism for plastic pellets with network partners in suburban areas were confirmed through factor analysis, revealing five components: small business resources, knowledge and funding sources for small businesses, small business management, marketing planning, and strategy development for small businesses. (2) The model for upgrading small businesses and the marketing mechanism for plastic pellets with network partners in suburban areas was confirmed by experts to be highly appropriate. (3) Knowledge and understanding of the model for upgrading small businesses and the marketing mechanism for plastic pellets significantly increased after the development, with a statistical significance level of 0.05. The overall average score for planning and designing the upgrade of small businesses using network partners was very high. (4) The summary of the model's application showed that overall satisfaction was high, with an average score in the "high" category.
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