Online Marketing Communication Strategies by Using Local Identities to Create Doi Phao Thai Coffee Community Brand of Ban Rak Thai Noen Maprang District, Phitsanulok Province

Abstract

This research aim to discover the marketing identity and create communication strategies for the marketing identity of Ban Rak Thai Coffee Cultivator Group, Noen Ma Prang District, Phitsanulok Province. This Research is a Mixed Methods between qualitative research to find the marketing identity from the main information providers and involving persons then researchers aim to create identical media for the Coffee Cultivator Group. And quantitative research the researchers use the media and coffee products to carry out a quantitative survey. There are 385 samples of questionnaires for the coffee consumers in Phitsanulok Province. The received information is for creating communication strategies. Analyze data with frequency percentage, mean and one sample t-test. The result found that the identity of Ban Rak Thai Coffee, Noen Ma Prang District, Phitsanulok Province, is composed of 3 following aspects: tourism, history and food resource. According to the result of the survey on the acknowledgment of the creation of the communication strategies for the marketing identity of Ban Rak Thai Coffee Cultivator Group, it found that coffee grain products have uniqueness and good identity with a statistical significance at 0.05. It also found that the acknowledgment of Ban Rak Thai Coffee via media influences the purchasing decision of Coffee Doi Pao Thai with a statistical significance at 0.05.