Marketing Strategy Promoting Local Thai Dessert in Nonthaburi Province
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Abstract
This research aimed to study (1) people’s consumption behavior, their attitudes toward Thai desserts, their views on marketing strategies, and their intention to buy Thai desserts as a souvenir, (2) entrepreneurs’ operational factors, their attitudes toward Thai desserts, their opinions on marketing strategies, as well as their intention to consume and buy Thai desserts as a souvenir, (3) the influence of marketing strategies on people’s intention to consume and buy Thai desserts as a souvenir, and (4) how marketing strategies can promote Thai local desserts in Nonthaburi province. This quantitative research employed a questionnaire as an instrument for data collection. The subjects consisted of 1,175 consumers and 100 Thai local dessert entrepreneurs in Nonthaburi province selected using multistage sampling method. The statistical data analysis comprised frequency, percentage, mean, standard deviation, and stepwise multiple regression. The research results revealed that: (1) people’s consumption behavior was found to be at an average level ( = 3.03, S.D. = 1.03) while their attitudes toward Thai desserts (
= 3.99, S.D.=.58), their views on marketing strategies (
= 3.61, S.D.=.70) and their intention to consume and buy Thai desserts as a souvenir (
= 3.92, S.D.=.68) were at a high level. (2) Entrepreneurs’ operational factors (
= 3.96, S.D. =.56), their attitudes toward Thai desserts (
= 4.24, S.D. =.64), their opinions on marketing strategies (
= 4.00, S.D.=.54) as well as their intention to consume and buy Thai desserts as a souvenir (
= 4.25, S.D.=.55) were at a high level. (3) The influence of marketing strategies (with a discrimination value of R2=.125) on people’s intention to consume and buy Thai desserts as a souvenir consisted of the influence on Thai dessert production (32.35) and the influence on physical presentation of a shop layout (14.88) with a statistical significance level of .05. The influence of marketing strategies for Thai local dessert promotion (with a discrimination value of R2=.259) on people’s intention to buy Thai desserts as a souvenir included the influence on Thai dessert production (39.82), the influence on distribution channel (19.88), and the influence on market promotion (16.33) with a statistical significance level of .05. (4) Marketing strategies for Thai local dessert promotion in Nonthaburi province comprised 4 strategies encompassing 1) creating unique desserts of Nonthaburi province, 2) developing a distribution channel, 3) sales promotion, and 4) designing and decorating the location selling Thai desserts that represents the culture of Nonthaburi province.
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