Evaluation of the Success of the Marketing Strategy of the Half-Half Project in the Context of Entrepreneurs in Muang District, Chiang Rai Province

Abstract

           This research aimed to 1) study the factors of the implementation of the Half-Half project in the context of entrepreneurs in Mueang District, Chiang Rai Province, 2) study the evaluation of the success of the Half-Half project marketing strategies in the context of entrepreneurs in Mueang District, Chiang Rai Province, and 3) study the factors affecting the evaluation of the success of the Half-Half project marketing strategies in the context of entrepreneurs in Mueang District, Chiang Rai Province. The sample group used in the research consisted of 400 shops participating in the Half-Half project in Mueang District, Chiang Rai Province, which were selected by stratified sampling. The research instrument was a questionnaire. The statistics used in the research were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the study found that:

         1. The level of factors in the implementation of the Half-Half project in the context of entrepreneurs in Mueang District, Chiang Rai Province, as a whole, is at a high level. When considering each aspect, it was found that the applied technology was at a high level, followed by the transparency of the project at a high level, the fairness and equality at a high level, the accessibility and service at a high level, and the least was the convenience and speed received at a moderate level, respectively.

      2. The level of evaluation of the success of the marketing strategy of the Half-Half project in the context of entrepreneurs in Mueang District, Chiang Rai Province, overall, is at a high level. When considering each item, it was found that overall, how much do you think the Half-Half project is beneficial to your shop? It is at the highest level. Next, how much do you think the period or phases of the Half-Half project should be extended in the future? It is at the highest level. And the least is how much do you think the Half-Half project can distribute income to small entrepreneurs? It is at a high level, respectively.

    3. Factors affecting the evaluation of the success of the marketing strategy of the Half-Half project in the context of entrepreneurs in Mueang District, Chiang Rai Province found that the evaluation of the success of the project implementation in terms of fairness and equality, convenience and speed, transparency of the project, and technology applied had factors affecting the evaluation of the success of the marketing strategy of the Half-Half project in Mueang District, Chiang Rai Province at a statistical significance level of .05, except for access and service, which had factors that did not affect the evaluation of the success of the Half-Half project in the context of entrepreneurs in Mueang District, Chiang Rai Province.