Perceptions of Entrepreneurs towards Marketing Environments and Brand Building Strategies for Community Products In Nakhon Si Thammarat Province

Authors

  • ศณัทชา ธีระชุนห์
  • เมธาวัตร ภูธรภักดี
  • ตรีฤกษ์ เพชรมนต์

Keywords:

perception, marketing environments, brand building strategies, community products.

Abstract

This research aimed to:1) study the perceptions of entrepreneurs towards
marketing environments for community products; and 2) analyze brand building
strategies for community products. Populations were OTOP entrepreneurs from the
report of OTOP registered entrepreneurs in 2014 in Nakhon Si Thammarat. There were
589 handicraft entrepreneurs in total. Purposive sampling was used. 10 OTOP
entrepreneurs were selected for In-depth interviews, with open-ended structured
interview forms. Content analysis was used in order to analyze the results. Most of the
interviewees were female (70%), 50-59 years old (50%), and with different operation
periods as follows: 3 years (20%), 7-13 years (40%), and over 20 years (40%). Most
entrepreneurs lacked marketing knowledge. They were unable to analyze themselves,
competitors, customers, or environmental tendencies and trends. It was difficult for
them to use sustainable development in products or any operational strategies. They
did not really understand what brand was. They only named their brands by combining
the proper names of their group and types of their products in terms of raw materials,
characteristics, or even finished goods.

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Published

2019-09-02

How to Cite

ธีระชุนห์ ศ., ภูธรภักดี เ., & เพชรมนต์ ต. (2019). Perceptions of Entrepreneurs towards Marketing Environments and Brand Building Strategies for Community Products In Nakhon Si Thammarat Province. Research and Development Journal Suan Sunandha Rajabhat University, 9(1 SUP), 22. Retrieved from https://so05.tci-thaijo.org/index.php/irdssru/article/view/213865