The Approaches to Increase Sales for Boiled Fermented Fish Sauce via Social Media, The Case Study “Homnua” Boiled Fermented Fish Sauce

Abstract

The objectives of this study were to examine customer behavior and marketing mix and to seek methods to obtain a 20% sales increase for “Homnua” seasoned fermented fish sauce. A questionnaire was administered with 400 consumers. The data were analyzed using descriptive statistics and General Environment, Competitive Environment, Five Forces Model
conditions, and external and internal environment. An alternative strategy was then defined. There were two main findings of the study. First, the
sample group bought the products one or two times per week via Facebook. The attractive factor was price. It was found that consumers were not royal to one particular brand; they tended to change the brands, even though not often. The customer satisfaction was based on the convenience of purchase channels; they could buy the products at stalls in any fresh markets. The popular type of buying was retail. An average expense was between 51 and 200 Baht. It took the customer less than 15 minutes to choose the
products. The factor influencing customers’ decision was product quality. The influential person was the customer himself/herself. The popular payment method was cash on delivery. The net capacity of the product preferred by the customers was 350 ml. The seasoned fermented fish sauce well-known among the respondents was “Zap Mike”. The marketing mix factors of price and product were rated at the most significant level, and place and promotion were ranked at the very significant level. Second, based on the findings of
the study, four possible projects to increase sales of seasoned fermented fish sauce via social media were proposed.