Main Article Content
The objectives of this research were to study consumers and entrepreneurs’ attitude on Thai desserts and business management to create market adjustment strategies to support marketing 4.0 of Thai desserts. The research was based on quantitative method by using questionnaires. A group of 1,175 consumers and 100 entrepreneurs were sampling. A systematic sampling were employed. Statistics used for data analysis were mean, standard deviation and stepwise multiple regression.
The results of this research revealed that : (1) Consumers’ attitude toward Thai desserts in knowledge and understanding rested priority with promotion factor and the feeling attitude with factor. (2) Entrepreneurs’ attitude on Thai desserts in knowledge and understanding rested priority with service factor and feeling attitude with distribution factor. (3) Business management composed of four factors, namely finance, competition, management and production. And (4) Market adjustment strategies to support marketing 4.0 of Thai desserts in Nonthaburi Province must consist of 4 strategies; product development, channel of distribution development, sales promotion, and services both online and offline marketing.
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
Affinity Solution. (2017). Marketing 4.0 connected marketing. Retrieved from https://www.affinity.co.th/%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%95%E0%B8%A5%E0%B8%B2%E0%B8%94-4-03-connected-marketing [in Thai]
Anuar, A., & Mohd-Yusuff, R. (2011). Manufacturing best practices in Malaysian Small and Medium Enterprises (SMEs). Benchmarking: An International Journal, 18(3), 324-341.
Bordean, O. N., & Borza, A. (2014). Strategic management practices within the Romanian hotel industry. Amfiteatru Economic Journal, 16(8), 1238-1252.
Carysforth, C., & Neild, M. (2006). Business: BTEC first business (2nd ed.). Hienmann Inspiring Generation.
Kagermann, H., Wahister, W., & Helbig, J. (2013). Recommendations for implementing the strategic initiative Industrie 4.0. (Final report of the Industrie 4.0 Working Group). Securing the Future of German Manufacturing Industry.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital. John Wiley & Sons.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lobontiu, G., & Lobontiu, M. (2014). The owner-manager and the functional management of a small firm. Procedia – Social and Behavioral Sciences, 124(2014), 552-561.
Nitiworakarn, S. (2015). Identity of cultural food: A case study of Traditional Mon Cuisine in Bangkok, Thailand. World Academy of Science, Engineering and Technology. International Journal of Humanities and Social Sciences, 9(6), 2099-2103.
Office of The National Economic and Social Development Board. (2013). Creative economy at community level: Case study Thai dessert. Central Region Economic and Social Development Office (CESO). [in Thai]
Rubmann, M., Lorenz, M., Gerbert, P., Waldner, M., Justus, W., Engel, P., & Harnisch, M. (2015). Industry 4.0: The future of productivity and growth in manufacturing industries. The Boston Consulting Group: BCG., 9(1), 54-89.
Schermerhorn, J. R. (2005). Management (8th ed). Personal management edition packaged with workbook. John Wiley & Sons.
Schermerhorn, J. R. (2011). Management (11th ed.). John Wiley & Sons.
The Association of Thai Agriculture and Foreign Mass Media. (2018). Problem and product development ‘Moddi’ Thai dessert 4.0. Retrieved from https://www.thaiagrinews.org/news/article_4186 [In Thai]
The PNC Financial Services Group (PNC). (2015). Industry 4.0 and the factory of the future: Trending topic PNC. Retrieved from https://www.pnc.com/ideas/en/assets/articles/factory-of-the-future.html
TMB. Bank Public Company Limited. (2018). Get more with TMB. Retrieved from ttps://www.tmbbank.com/newsroom/news/business/view/press-GET-MORE-with-TMB-SME.html [In Thai]
Vassileva, B. (2017). Marketing 4.0: How techologies transform marketing organization. Obuda University e- Bulletin, 7(1), 47-56.
Yamane, T. (1973). Statistics: An introductory analysis (3rd ed.). Harper & Row.