Community Enterprises Processed Product Marketing Strategy Indicators: A Case Study on Pandan Salted Egg Product of Community Enterprises, Lop Buri Province
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Abstract
The objective of this research was to study suitable marketing strategy indicators for community enterprises. The research samples were 384 consumers. The data statistical analysis was factor analysis, and SEM analysis was performed using AMOS. The results of the study were as follows:
According to the marketing strategy indicators in terms of product, the important product strategy was sanitary salted eggs (Product5), which could be described as 54.0 percent. In the marketing strategy indicators in terms of price, price negotiation (Price4), and offering credit to customers (Price 5) were imperative and could be described as 70.0 percent. According to the marketing strategy indicators in terms of place, there was a significant need to sell the product only within the local community (Place5), which could be described as 47.0 percent. Moreover, in the marketing strategy indicators in terms of promotion, there was essential for home delivery (Promo5), which could be described as 100.0 percent. The public relations media (Promo1) and occasional discounts (Promo6) could be described as 55.0 percent.
The results of four marketing strategies from this research could be used to identify the strategic implementation for motivating consumers’ buying decision-making. In addition, they would be suitable for community enterprises to manage their business on pandan-salted products.
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