MARKETING STRATEGY MODEL OF EUROPEAN PASSENGER CARS FOR THAILAND AUTOMOBILE MARKET
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Abstract
This research is a mixed research method using both qualitative and quantitative research methodology. The research aims to (1) analyze the strength, weakness, opportunity, and threat of the marketing strategies of eight European passenger car companies in Thailand, (2) analyze the components of the latent variables of psychological factors, the marketing factors, and the key performance indicators, (3) analyze the direct and indirect effects among the psychological factors, the marketing strategies, and the key performance indicators, and (4) formulate an effective marketing strategy model for European passenger car companies in Thailand.
The qualitative data were collected by conducting in-depth interviews of twelve Chief Operation Officers of eight European passenger car companies. The quantitative data were collected by questionnaires from 699 samples of European passenger car owners. The statistics used were descriptive and inferential statistical analysis of, mean, standard deviation, confirmatory factor analysis, and path analysis was used to test the hypotheses. Structural equation modeling was used to test the model.
The qualitative findings revealed that (1) strengths were image and products, weaknesses were distribution channel, opportunities were exchange rate and economic rebound, threats are politics and grey import. The quantitative findings revealed that, the components of the latent variables (2) psychological factors consisted of learning, perception, motivation, personality, and attitude. (3) Marketing mix factors were place, price, product, promotion, and customer relationship management. (4) The operational achievements were satisfaction, referral, repeat purchase, and company and brand image. (5) Factors affecting on achievement and marketing factors both had positive effects on the key performance indicators, and all hypotheses were supported. (6) The constructural model corresponded with the empirical data of all the variables (GFI = 0.99, AGFI = 0.97, Chi-Square = 53.99, df = 35, RMSEA = 0.028).
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บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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