Marketing Strategy of Thai Nam Thip Company Limited, Phra Nakhon Si Ayutthaya Province

Abstract

The purposes of the research were to: 1) study product purchasing behavior and marketing strategies; 2) compare marketing strategies classified by personal factors; 3) compare marketing strategies classified by product purchasing behavior and 4) study the relationship between personal factors with product purchase behavior. The sample consisted of 400 retail shop operators who were customers of Thai Namthip Company Limited, Phra Nakhon Si Ayutthaya Province, which were obtained by stratified sampling. The research instrument was a questionnaire with a confidence value of 0.93. The data were analyzed by mean, standard deviation, t-test, one-way analysis of variance and  chi-square tests, the results showed that 1) Most of the respondents had directly purchasing products with salespersons, Amount of each purchase 2,001 - 2,500 baht, frequency of ordering 2 - 3 times a month, pay by bank application, there is a reason to place an order because the brand is trusted, the recommender or incentive to buy the product is the salesperson and receive news and information from public relations through Social Network media such as Face book Line Instagram, and marketing strategy as a whole has a high average level. When considering each aspect, it was found that the aspect with the highest average value was the aspect of the product, followed by the aspect of price, and the aspect with the lowest average was the aspect of creation and presentation of physical characteristics; 2) retail entrepreneurs with different ages and average monthly income They had different opinions on the overall marketing strategy of Thainamthip Co., Ltd. with a statistical significance level of .05; 3) retail operators who have channels for purchasing products Amount each time in order to purchase And the frequency of ordering products per month is different. They have different opinions on the marketing strategy of Thai Namthip Co., Ltd. in general with           a statistically significant level of .05 and 4) age is related to the channel of purchasing products. Amount each time in order to purchase Frequency of ordering products per month How to pay for an order The reason for ordering products from Thainamthip Co., Ltd. and channels to receive information from Thainamthip Co., Ltd., marital status is related to channels for purchasing goods. amount each time in order Frequency of ordering products per month The reason for ordering products from Thainamthip Co., Ltd. and channels to receive information from Thainamthip Co., Ltd.; and education level and average monthly income Have a relationship with the channel for ordering products Amount each time in order to purchase Frequency of ordering products per month How to pay for an order Reasons for ordering products from Thainamthip Co., Ltd., suggestion or motivation to buy products from Thainamthip Co., Ltd. and channels to receive news and information from Thainamthip Co., Ltd.