MARKETING STRATEGIES INFLUENCING IMPORT-EXPORT ENTERPENEURS’ DECISION TO CHOOSE AIRFREIGHT SERVICE

Abstract

           This research aimed to investigate the marketing strategies that influenced import-export entrepreneurs' decisions to choose airfreight services and compare the marketing strategies concerning the duration of business operation, monthly income, business models, and business types. Data were collected from 400 people randomized by convenience sampling. The instrument used was a questionnaire. Statistics used in data analysis included frequency, percentage, mean, standard deviation, t test (Independent Samples), F test, and One-Way ANOVA.

            The findings of the study indicated that most survey respondents held high opinions in every stage, ranked by average values, as follows: period of business operation, monthly income, business models, and business types. It was found in hypothesis testing that entrepreneurs' different organizational factors of the business operators showed no different perceptions of factors affecting decisions to use air freight transportation of the importing and exporting entrepreneurs.