Communication channels for marketing Durian’s quality- Long Lab Lae and Lin Lab Laevarieties in Uttaradit.

Abstract

          This is the research on communication channels for marketing Durian’s quality- Long Lab Lae and Lin Lab Lae varieties in Uttaradit province. The purpose and operating steps of this research are 1) To study the communication channels for marketing on Long Lab Lae and Lin Lab Lae’s quality. 2) To develop the marketing tools for study the quality of Long Lab Lae and Lin Lab Lae. and 3) To test and evaluation marketing tools. Our studies were focusing on integrated communications channels for marketing, tools, communication components, and analyze functions and communication processes. This information was help to obtain information and introduce Long Lab Lae and Lin Lab Lae’s quality to consumers, so they can learn how to consume good quality of durian. Moreover, in case that have problem with products, we can provide channel to leave their after-sales messages and complaints, then we will return information to all parties concerned. All of these will improve and to be a guide for communication marketing of durian quality standard in Uttaradit province.

          The research findings were as follows: 1) The appearance of Long Lab Lae and Lin Lab Lae was main quality to focus on. For example, its texture, color, outer shell and its taste can identify if durians are good quality. 2) Marketing tools were consists of TV news, packaging, banner, social media and event such as Facebook, Line application, QR code and annual durian fair. 3) The result of communication channels for marketing that the most popular channel was social media; Facebook. Communication via telephone, setup events, online market and QR code were followed.