Model of Success Dietary Supplement Business Entrepreneurs in Bangkok
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Abstract
This research aims to 1) To study the level of success of food supplement business entrepreneurs in Bangkok, business management strategies, entrepreneur qualifications, marketing strategies, and quality control. 2) To study business management strategies, business entrepreneur qualifications, marketing strategies, and overall quality control influencing the success of dietary supplement business entrepreneurs in Bangkok and 3) To present a model of success of food supplement business entrepreneurs in Bangkok. This research is a combination of quantitative and qualitative research. The quantitative research has a sample group of 400 samples of business entrepreneurs, owners of dietary supplements, and distributors of dietary supplements in Bangkok. The sample size was determined using the 20 times rule of the observation variable. Stratified random sampling, uses questionnaires to collect data. Data were analyzed by structural equation modeling. For the qualitative research, data were collected through in-depth interviews with 17 successful food supplement business operators with at least 2 years of experience, and data were analyzed through content analysis.
The results showed that 1) The qualifications of business operators are at the highest level. The strategy of high-level business management, high-level marketing strategy, and quality control and success of supplement business entrepreneurs were all at a high level. 2) Characteristics of business operators had the most causal influence on the success of the food supplement business entrepreneurs in Bangkok, followed by marketing strategy and quality control, respectively; and 3) The entrepreneurial success model of supplementary food business operators in Bangkok is depicted as a chart consisting of the characteristics of business operators who have the most total influence as the driving base at the bottom. Marketing strategies and business management strategies are in the middle and overall quality control is promoted at the top level. In addition, the success of food supplement business entrepreneurs in Bangkok must consist of profitability, stakeholder satisfaction, management processes, and the learning and development of research results that are beneficial to organizations and government agencies. such as the Department of Industrial Promotion, Department of Export Promotion, Department of Business Development, the Department of International Trade, etc., to be used as a guideline for setting policies and promoting food supplement business development to be successful in the future.
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