Causal Influence of Local Culture Affecting to the Marketing

Abstract

The purpose of this research was to analyze the influence pathways between local cultures on marketing success. Data were collected from 310 community enterprise entrepreneurs in Bangkok and its vicinity. The research tools were questionnaires that tested the concordance values between 0.60-1.00. The statistics used in the research consisted of descriptive statistics. Factor analysis and causal influence analysis.

         The results showed that the causal influence between latent variables and external observed variables in terms of local culture were found the most weighted observable variable was cultural value. (0.50) Moreover, the analysis of the components of marketing success, the most significant weighted observable variable was the number of dealers. (0.83) And the casual relation of the relationship between the external latent variable in local culture to the internal variable in marketing success had a component weight of 0.21. And the consistency index is valuable Chi-square=170.00, df=85, P-value=0.000, RMSEA=0.033, concluded that it fits well.

            Recommendations for linking local cultures to further develop products that are unique to their own localities. They must create value for their own local culture to further develop, for example, bringing local identity to develop various types of products, such as food products that are unique to the locality. Including having to apply marketing strategies to create marketing success, creating added value to international markets and develop marketing strategies and open up new marketing channels by developing both product and marketing strategies reasonable pricing.