Marketing Strategy to Increase Sales of Non-pharmaceutical Medical Supplies Used in Operating Rooms of Tertiary Care in the Northeastern Region of Thailand
Article Sidebar
Main Article Content
Abstract
The objectives of this paper were to: 1) study the behavior and buyer journey of the decision-making process and marketing mix factors influencing the decision to purchase non-pharmaceutical medical supplies, and 2) develop the marketing strategy to increase sales of non-pharmaceutical medical supplies. The study was a sample group of 400 individuals who had previously purchased non-pharmaceutical medical supplies from tertiary care in the Northeastern region. The data collection tool was a questionnaire. The statistical analysis includes percentages, means, standard deviations, and logistic regression analysis, combined with PESTE, five forces model, SWOT, and TOWS Matrix.
The results found that the purchasing behavior of non-pharmaceutical medical supplies placed importance on the quality, standards, and reputation of the company. The marketing mix factors had the highest level of important in 31 items, and the purchasing decision journey process had the highest level of agreement with 23 items. The marketing mix factors in 7 items include: 1) receiving information from sales staff, 2) comparing prices from many companies, 3) having appropriate prices and quotations for price comparison, 4) product quality consistent with needs, 5) if satisfied with the products and services, will purchase again. 6) if the product is found to have quality consistent with the needs, will tell to co-workers or the network. 7) if satisfied in products and services, will tell to co-workers or the network, that had effect on the decision to purchase non-pharmaceutical medical supplies. Finally, there were 4 projects of marketing strategy to increase sales, as follows: 1) Best Performance Employee Award, 2) Brand Loyalty Program, 3) Co-Creation for Research and Innovation Development, and 4) Business Partner (B2B).
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Accepting Policy
The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions. Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.
Copyright infringement is solely the responsibility of the author(s) of the article. Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.
The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way. Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).
The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing. The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.
References
Bussaraporn Phokwanyuen, Rawiwong Srithongroong, & Phukit Yonchayawong. (2017). Services marketing mix factors that affecting the purchasing decision in medical equipment of private hospitals in Bangkok metropolitan area (in Thai). SAU Journal of Social Sciences and Humanities, 1(1), 11–29.
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York, NY: John Wiley & Sons.
Cronbach, L. J. (1990). Essentials of Psychological Testing (5th ed.). New York, NY: Harper & Row.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Hoboken, NJ: John Wiley & Sons.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall.
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). London, England: Pearson.
Narin Tunpaiboon. (2020, August 31). Industry Outlook 2020-22: Medical Devices. Retrieved from https://www.krungsri.com/en/research/industry/industry-outlook/other-industries/medical-devices/io/medical-devices
Narin Tunpaiboon. (2021, September 27). Industry Outlook 2021-23: Medical Devices. Retrieved from https://www.krungsri.com/en/research/industry/industry-outlook/other-industries/medical-devices/io/medical-devices-21
Natthaphan Khecharanan. (2022). Strategic Management (in Thai). Bangkok, Thailand: SE-Education.
Pakorn Priyakorn. (2015). Strategic Planning: Concepts and Applied Approach (in Thai). Bangkok, Thailand: GSPA NIDA.
Plastics Institute of Thailand. (2020). Entrepreneur: Product Group - Medical Materials (in Thai). Retrieved from http://medicaldevices.oie.go.th/CompanyList.aspx?tid=2&id=1
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78–93.
Suraphan Chantadansuwan. (2017). Principles of Business Administration (in Thai). Bangkok, Thailand: Quality Thai Trading.
Thai Health Resource Center. (2021, December 24). Facing the 'Aging Society', the challenge of increasing costs (in Thai). Retrieved from https://bit.ly/4apbfK0