ADAPTATION STRATEGIES OF SMALL FOOD AND BEVERAGE ENTERPRISES IN EVOLVING MARKET CONDITIONS
Keywords:
Small and Medium Enterprises (SMEs), adaptation strategies, food and beverage industryAbstract
This study examines the influence of adaptation strategies on the business survival of small food and beverage enterprises in Bangkok, Thailand. The sample consisted of 390 respondents selected using a stratified sampling technique. Data are collected through an online questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis. The results indicate that customer focus is the most influential factor in enhancing business survival (β=0.28, p<.001), followed by marketing strategies (β=0.21, p<.001) and product differentiation (β=0.18, p= .001). In contrast, physical design shows a negative effect (β=-0.11, p=.04), while financial and accounting practices are not statistically significant (p=.68). These findings suggest that small enterprises should prioritize customer-oriented and marketing-driven strategies to improve their competitiveness and sustainability in an evolving market environment.
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