Construction of New Marketing Strategy to Enhance Distribution Ability of Community Enterprises in Nakhon Nayok Province

Abstract

The objectives of this research were (1) to study the situation of product selling in offline market of community enterprises in Nakhon Nayok province; (2) to study behaviors of the consumers on buying the products from the offline and online markets of community enterprises in Nakhon Nayok province; and (3) to construct a new marketing strategy for offline and online markets of community enterprises in Nakhon Nayok province.  This study employed the mixed-method research methodology. The data were collected with the use of questionnaires, an interview form, and a survey form between January and October 2019. Then, the data were analyzed by using the frequency, percentage, mean, content analysis and SWOT analysis. The results revealed that (1) in Nakhon Nayok province, there were 138 local/alternative markets; (2) in the offline market, most of the consumers were females with more than 60 years of age, who bought agricultural products such as fresh foods, fresh vegetables and fruits for 53.75 percent, and spent less than 2,000 baht per shopping day; the marketing mix factor that had the highest effect on the consumers’ behaviors of buying products of community enterprises was the use of power by the producers or sellers, with the rating mean at the highest level (= 4.60); as for the online market, the consumers were men and women, aged 41-50 years, who bought the products of community enterprises via LINE application for 32.40 percent; the bought products were clothes and cosmetics; the marketing mix factor that had the highest effect on the consumers’ behaviors of buying products of community enterprises was the use of power by the producers or sellers, with the rating mean at the highest level (= 4.85); and (3) the new marketing strategies in both the offline and online markets were the proactive strategies; in the offline market, the proactive strategies include the customer retention strategy, the increasing new customers strategy, and the new products market expansion strategy; while in the online market, the proactive strategies included the marketing and consumer strategy and the marketing mix  strategy.