Online Marketing Promotion of Products Processed from Luffa, Khon Khok Phrom Community Enterprise, Non Thai Subdistrict, Non Thai District, Nakhon Ratchasima
Keywords:
online marketing promotion, products processed from luffa, community enterpriseAbstract
This research aimed to: 1) study the demand for online marketing promotion of products processed from luffa, Khon Khok Phrom community enterprise, Non Thai subdistrict, Non Thai district, Nakhon Ratchasima; 2) to design and develop a process for online marketing promotion of Khon Khok Phrom community enterprise, Non Thai Subdistrict, Non Thai District, Nakhon Ratchasima; and 3) to study the satisfaction with the output within the online marketing promotion research process of products processed from luffa among consumers in Non Thai subdistrict, Non Thai district, Nakhon Ratchasima. A mixed-methods approach was employed. The Data were collected through interviews, including in-depth interviews with the with the Khon Khok Phrom Community Enterprise, and a questionnaire administered to a sample of customers who had purchased products from Khon Khok Phrom community enterprise, totaling 100 samples. The results indicate that: 1) The demand for online marketing promotion of products processed from luffa, Khon Khok Phrom Community Enterprise, had only offline distribution. Therefore, there was a need to expand into the online market and utilize online marketing promotion to reach target customers and boost sales. In addition, the community enterprise group wanted to gain knowledge about online marketing; 2) the design and development of the online marketing promotion process for Khon Khok Phrom Community Enterprise's processed luffa products included assessing the enterprise's potential and readiness, providing training on online marketing, implementing online marketing promotion strategies, and establishing online marketing channels via Facebook; and 3) Regarding consumer satisfaction with the outputs under the online marketing promotion research process for processed luffa products among consumers in Non Thai District, Nakhon Ratchasima Province, the majority of respondents were female, aged 46-59 years, married, held a bachelor's degree, had a monthly income of 10,000-20,000 Baht, and were farmers. The highest satisfaction was found in online sales promotion, followed by online personal selling, online public relations, online direct marketing, and online advertising, respectively.
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