ONLINE MARKETING TO DEVELOP MARKETING MIX OF SMALL AND MEDIUM ENTERPRISE IN NONTHABURI PROVINCE
Keywords:
Small and medium enterprises (SMEs), Online marketing, Marketing mixAbstract
The objectives of this research were to study: 1) the situation of small and medium enterprises (SMEs) in Nonthaburi province; 2) the needs to develop marketing strategies related to marketing mix factors (7Ps) and online marketing factor of SMEs in Nonthaburi; 3) the marketing mix factors (7Ps) and online marketing factor consumers valued when purchasing services and products from SMEs in Nonthaburi province; and 4) the impact of online marketing factor on marketing mix factors of SMEs in Nonthaburi province. The research was a mixed method of qualitative and quantitative research. The samples of the qualitative research were 30 SME entrepreneurs in Nonthaburi province, who have had their storefront to offer their services and prod- ucts. Qualitative data were collected through in-depth interviews and the data were analyzed by using content analysis method. The sample of quantitative research was 400 consumers who had bought products and services from SMEs in Nonthaburi province. Quantitative data were collected by using a survey questionnaire and the data were analyzed through the statistical analysis, including percentage, mean, standard deviation, and multiple analysis. The results showed that : 1) the situation of SMEs in Nonthaburi province was highly competitive. Most SME entrepreneurs faced marketing problems, lacked of liquidity and were unable to develop their products to entirely meet the expectations of consumers; 2) SME entrepreneurs in Nonthaburi province needed to develop their marketing strategies by using online marketing in order to enhance the effectiveness of their marketing mix; 3) consumers valued the 7 factors of marketing mix and online marketing factor from the high to the highest level, and gave the highest priority to online marketing factor; and 4) and online marketing factor had the impact on marketing mix in all 7 aspects which could assist SME entrepreneurs in creating their marketing mix more effectively. From the research results, the researcher has proposed ways to bring online marketing to help develop marketing mix to meet the needs of consumers as expected and increase the marketing capability for SMEs in Nonthaburi province in the current situation where online trading has increasingly played a role in consumers’ daily lives.References
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