MARKETING COMMUNICATION STRATEGIES AFFECTING DANKWIAN POTTERY PRODUCT, CHOK CHAI DISTRICT, NAKHON RATCHASIMA PROVINCE
DOI:
https://doi.org/10.14456/nrru-rdi.2022.32Keywords:
Marketing communication strategies, Perception of product image, Perception of product selectionAbstract
Creating added value during emerging crises to achieve holistic effectiveness is a way of elevating current products to create new value for the future as of a study according to the following research objectives: 1) to study and run a business; 2) to study the perception levels; 3) to study the relationship and analyze the model; and 4) to determine marketing communication strategies for the business of Dan Kwian pottery products, Chok Chai, Nakhon Ratchasima. The 10 participants were selected purposively as a target group, and 400 people were determined as a proportional estimation sample by using accidental and snowball samplings. The research instruments were a semi-structured interview and a 5-level estimation questionnaire resulted in the content conformity index of 0.92 and 0.83, respectively. Individual interviews were conducted, and the data were content-analyzed and interpreted. An online questionnaire was analyzed for mean and standard deviation. The assumptions were tested for the multiple and simple regressions, and structural equation model. The findings revealed that there are three business methods: production, distribution, including the promotion of production and distribution of products. The perception of product selection was at the highest level where marketing communication strategy was related to product image perception, and the perception of product selection was moderately correlated. Be able to present guidelines for strategy was the most initiatives element; it could be determined into three strategies, three components, and seven things which could be used further to support business entrepreneurs to plan and develop products according to various situations.
References
Armstrong, G., & Kotler, P. (2007). Marketing and Introduction (8th ed.). New Jersey : Pearson Education.
Bailey, K. D. (1987). Methods of Social Research. London : Collin Macmiilan Publisher.
Bangkok University Computer Center. (2016). Google App. Retrieved May 5, 2020, from http://faq.bu.ac.th/wordpress/ (In Thai)
Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective (6th ed.). Boston: McGraw-Hill.
Blythe, J. (2000). Marketing communications. Corporate Communications : An International Journal.
Burn, N., & Grove, S. K. (1993). The Practice of Nursing Research: Conduct, Critique and Utilization (4th ed.). Philadelphia : W. B. Saunders Company.
Chainirun, P. (2008). e-Commerce Success case Study. Bangkok : Pongwarin Publishing. (In Thai)
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York : John Wiley and Sons.
Committee Office of the National Economic and Social Development Board. (2019). National strategy 2018-2037 (Short Version). Bangkok : Office of the Secretary of the National Strategy, Committee Office of the National Economic and Social Development Board. (In Thai)
Goldhaber, G. , Yates, M. , Porter, D. , & Lesniak, R. (1978). Organizational communication: State of the art. Human Communication Research, 5, 76-96.
Jangjanakij, C. (2013). IMC & marketing communication (6th ed.). Bangkok : BrandAgebooks. (In Thai)
Joungtrakul, J., & Nontakaew Ferry, K. (2020). Mixed Method Research (MMR): Choosing Among Seven MMR Designs. NRRU Community Research Journal, 14(1), 1-14. (In Thai)
Kampangseree, A., Disatapundhu, S., & Chaothadapong, S. (2021). Creation of Marketing Communication Strategy to enhance Tourism Activities of Art Exhibitions in Nakornratchasima Provience. Dusit Thani College Journal, 15(1), 417-430. (In Thai)
Kathleen, S., Nurmelinda, R. D., Koeswandi, T. A. L., Budiman, A., & Yusuf, I. (2021). Wardah Marketing Communication Strategy to Improve Brand Image During Covid-19 Pandemic. A Social Science and Entrepreneurship Journal, 1(1), 29-34.
Kippax, S., & Murray, J. P. (1980). Using the mass media: Need gratification and perceived utility. Communication Research, 7(3), 335-359.
Kotler, P. (2000). Marketing Management (10th ed). New Jersey: Prentice-Hall Inc.
Kotler, P., & Keller, K. (2009). Marketing management (13th ed.). New Jersey-America: Pearson Prentice Hall.
Likert, R. (1967). “The Method of Constructing and Attitude Scale”. In Reading in Fishbeic, M (Ed.), Attitude Theory and Measurement (pp. 90-95). New York: Wiley & Son.
Louth, J. D. (1966). The changing face of marketing. Retrieved October 10, 2021, from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-changing-face-of-marketing
Motdaeng Terracotta, Dan Kwian. (2022). Facebook. Retrieved March 10, 2022, from https://www.facebook.com/มดแดงด่านเกวียน-184312758328771/ (In Thai)
Nakhon Ratchasima Provincial Cultural Center, Nakhon Ratchasima Teacher College. (1991). Basic information of Ban Dan Kwian, Tha Ang Subdistrict, Chockchai District, Nakhon Ratchasima Province. Nakhon Ratchasima : Somboon Offset Printing. (In Thai)
Phokwane, L. C. (2020). Factors Influencing Marketing Strategy Formulation for Small and Medium Enterprises in Polokwane. Thesis, Master of Commerce Program in Business Management, University of South Africa.
Raksorn, D. (2016). Evolution and development of Dan Kwian clay sculpture to maintain the beauty according to identity. Mekhong Local Journal, Chee Mun, 2(2), 109-136. (In Thai)
Robinson, J. P. (1972). Mass Communication and Information Discussion in Kline and Tichenor Current Perspectives in Mass Communication Research. Beverly Hill : Sage Publication.
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Schumacker, R. E., & Lomax, R. G. (2012). A Beginner’s Guide to Structural Equation Modeling (3rd ed.). Taylor & Francis.
Shrivastave, S., & Dawle, A. (2020). An Overiew of Marketing Communication Strategy: A Descriptive Study. International Journal of Current Research, 12(10), 14502-14504.
Siamrath Online. (2020). Korat awakens the legend of Dan Kwian terracotta Stimulate the local economy. Retrieved October 10, 2021, from https://siamrath.co.th/n/174232 (In Thai)
Smithikrai, C. (2013). Consumer Behavior (3rd ed.). Bangkok : Chulalongkorn University Press. (In Thai)
Stevens, J. (1992). Applied Multivariate Statistics for the Social Sciences (2nd ed.). Mahwah, New Jersey : Lawrence Erlbaum Associate, Inc.
Suay, F. (2020). Integrated Marketing Communication. The Coca-Cola Spain IMC Model. Revista de Estudios Empresariales. Segunda época, 2, 18-31.
Sukhothai Thammathirat Open University. (2017). Research for communication arts (4th ed.). Nonthaburi : The Office of the University Press Sukhothai Thammathirat Open University. (In Thai)
TA01, Mr. (2022, 29 January). Dan Kwian Pottery Learning Center, Dan Kwian Subdistrict, Chok Chai District, Nakhon Ratchasima Province. Interview. (In Thai)
TA02, Miss. (2022, 30 January). Entrepreneurship of Tapun Dinpao Store. Interview. (In Thai)
TA03, Mr. (2022, 5 February). Entrepreneurship of Lan Somsiri Shop. Interview. (In Thai)
TA05, Mr. (2022, 13 February). Mayor of Dan Kwian Subdistrict Muicipality, Chok Chai District, Nakhon Ratchasima Province. Interview. (In Thai)
TA06, Mrs. (2022, 19 February). Entrepreneurship of Am Dang Shop. Interview. (In Thai)
Teerasorn, S. (2019). Marketing Communications (5th ed.). Bangkok : Chulalongkorn University Press. (In Thai)
Vanichbuncha, K. (2019). Structural Equation Analysis (SEM) with AMOS (3rd ed.). Bangkok : Samlada. (In Thai)
Yukantavanichchai, T. (2010). Integrated Marketing Communicaiton (IMC). University of the Thai Chamber of Commerce Journal, 30(2), 99-115. (In Thai)
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
