Experiential Marketing Strategies in the Workshop for Taking Beautiful Photos with a Digital Camera of High School Students in Kanchanaburi Province that Influenced Customer Perception
Keywords:
Experiential Marketing Strategy, Photography, Consumer Perception, Consumer OpinionAbstract
The Bachelor of Communication Arts Program, Kanchanaburi Rajabhat University organized “The workshop for Taking Beautiful Photos with a Digital Camera of High School Students in Kanchanaburi Province” using five experiential marketing strategies: sense, feel, think, act, and relate to create consumer perceptions and affect the decision to study for the Bachelor of Communication Arts Program, Kanchanaburi Rajabhat University.
This research aims to study consumer opinions on experiential marketing strategies in the workshop for taking beautiful photos with a digital camera of high school students in Kanchanaburi Province, to study the level of customer perceptions towards the workshop for taking beautiful photos with a digital camera of high school students in Kanchanaburi Province, and to study the influence of experiential marketing strategies in the workshop for taking beautiful photos with a digital camera of high school students in Kanchanaburi Province that affected consumer perceptions. The data were collected from 256 former students using survey-based questionnaires. The statistics used to analyze the data included percentage, frequency, mean, standard deviation, and multiple linear regression analysis. The statistical significance was at the level of 0.05.
The study found that the overall consumers’ opinions on experiential marketing strategies in the workshop for taking beautiful photos with a digital camera of high school students in Kanchanaburi Province was highest with an average of 4.54. It was found that the respondents had the highest level of opinions on experiential marketing strategies in side of thinking with an average of 4.69, followed by the action side at the highest level with an average of 4.68, and the relate side at the highest level with an average of 4.65.
The level of consumer perceptions towards experiential marketing strategies in the workshop for taking beautiful photos with a digital camera of high school students in Kanchanaburi Province as a whole was the highest with an average of 4.42. Respondents were found to have the highest level of perceptions towards learning with an average of 4.63, followed by relationship at the highest level with an average of 4.51, and on the display side at the highest level with an average of 4.48.
The overall experiential marketing strategies in the workshop for taking beautiful photos with a digital camera of high school students in Kanchanaburi Province influenced consumer perceptions by statistically significant. It had a regression coefficient of 0.127, with the observed significance level (P-value) = 0.004 below the specified significance level (P-value < .05).
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ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
