MARKETING STRATEGIES FOR LAO KHRUNG WOVEN CLOTH PRODUCTS BY PARTICIPATION OF HOUSEWIFE GROUP OF PUNUMRON SUB-DISTRICT, DAN CHANG DISTRICT, SUPANBURI PROVINCE

Abstract

               The objectives of this research article were to study the Marketing Strategies for Lao Khrung woven cloth products by participation of housewife groups of Punumron sub-district, DanChang district, Supanburi province. This is     a qualitative research. The data were collected by an observation form and in-depth interviews. The twenty key informants consisted of; the housewife groups, entrepreneurs, and tourists. The data were analyzed by content analysis and triangulation technique. The results of the research revealed that the Punumron housewife groups brought the knowledge of ancient loom production process and pattern drawing from the Lao Khrung ancestors. The product strategy found that the cloth products have unique patterns and the customers perceived them as very colorful and eye catching Teen Jok cloth. The price strategy found that the prices were set by the community people. The premium strategy comes with unique pattern cloth aiming at the wealthy customers who endear ancient culture. The price is between 12,000 – 28,000 baht. The value for money strategy aims at middle income customers. The price is between 5,000 - 15,000 baht.   The low end price is also available between 800 - 1,500 baht. The distribution channels strategy were trade events and government suggested sites.   The promotional strategy suggests special discount during religious events at Punamron, advertising, public relation by exhibiting weaving technique and trade shows in collaboration with governmental organized events.