7Ps Marketing Strategies That Affect Changes in Local Knowledge Characteristics Case study of silk, Ban Saen Suk, Yawuk Sub-district, Chumphon Buri District Surin Province

Abstract

          The objectives of this research were to study: 1.) the 7Ps marketing strategy level, 2.) the local wisdom change level, 3) the 7Ps marketing strategy that affects the change in the local wisdom characteristics, and 4) the recommendations on Use 7Ps marketing strategy. This research is quantitative research. The research sample consisted of consumer groups and household representative groups of 328 people. The research tool was a questionnaire. The statistics used for data analysis were frequency distribution, percentage, mean, standard deviation. Pearson's Product Moment Correlation and Multiple Regression Analysis by Enter method.
          Results of ehe research were as follows:
          1) Marketing Strategy 7Ps Silk Case, Ban Saen Suk, Yawuk Sub-district, Chumphon Buri District Surin Overall, it's at a high level.
          2) Changes in the characteristics of local wisdom Case study of silk, Ban Saen Suk, Yawuk Sub-district, Chumphon Buri District Surin Overall, it's at a high level.
          3) 7Ps Marketing Strategies That Affect Changes in Local Wisdom Characteristics Case study of Ban Saen Suk silk, Yawuk sub-district, Chumphon Buri district Surin Province as a whole can be explained by 11.2 percent, with R² = .112 and F = 6.918, with a statistically significant level of .01.
          4) Suggestions for using 7Ps marketing strategies: a case study of silk, Ban Saensuk, Yawuk Sub-district, Chumphon Buri District Surin province found that the price of the product should be set in accordance with the size. Product pattern Should increase the size of the product so that consumers can choose from a variety of There should be a video production, YouTube channel, and advertising in various online media. for publicizing the group's products.