INTEGRATED MARKETING COMMUNICATION STRATEGIES OF DIETARY SUPPLEMENT IN NORTHEAST PART OF THAILAND
DOI:
https://doi.org/10.14456/nrru-rdi.2022.14Keywords:
Integrted marketing communication, Purchase decision, Dietary supplement, EntrepreneurAbstract
This study integrated the marketing communication strategies of dietary supplement in Northeastern Region of Thailand. Its purposes were to study the level of opinions, the influence of consumer purchasing decisions, and develop strategies. The quantitative research was the purposive sample in the elderly, ages of 60-79 years, a stratified random sampling total 400 participants, use a 5-level estimation scale questionnaire with the reliability of 0.987 value in collect the online information. The results were analyzed by frequency, percentage, mean and standard deviation and test hypothesis by multiple regression analysis. For the target group in the qualitative research, a specific selection was divided into a group of 38 experts, using an interview from an advisor' approval, the suitability assessment was collected by in-depth interviews of 30 participants to formulate a strategy, and collecting information by organizing a forum to critique with eight experts and analyze the summary as the developed strategies. The results of the study showed that 1) the sample group gave their opinions about the importance of integrated marketing communications and purchasing decisions at a high level; 2) the integrated marketing communication had a positive influence on the purchasing decisions of internet consumers at the highest level, which can be developed into strategies such as advertising, product display, sales channel, adjustment social events, product identity creation and spatial sales activities.
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