Development of online marketing channels for large mangosteen plots grower of Lansaka District, Nakhon Si Thammarat Province
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Abstract
The objectives of this research consist of 1) developing online marketing channels for land plot mangosteen farmers in Lan Saka district, Nakhon Si Thammarat province, and 2) studying the satisfaction of customers or consumers after using the farmer’s online shop service.Population and key Informant are twenty members of mangosteen collaborative farmers in Lan Saka district, Nakhon Si Thammarat province. Three online marketing experts and four hundred eighty-one online customers used the farmer’s services during the 2020 production season. Research instruments include focus groups and questionnaires. Data analysis is conducted through content analysis using percentage statistics, the mean, and standard aviation.
The result of this study revealed that the development of 1) the developing online marketing channels for land plot mangosteen farmers in Lan Saka district, Nakhon Si Thammarat province, by increasing marketing channels via online selling on Facebook fanpages and closing deals via the line’s official accounts. The models for the development of mangosteen online marketing channels consist of intelligent selection, professional presentation, consistency, supplementing valuable goods with worth rewarding, creating excitement and interest, strengthening customer relations, and prioritizing regular customers. and 2) From an overall perspective, the satisfaction of customers after using online shops launched by farmers has reached a considerable level; very satisfied. Consumers are more satisfied with the Facebook fan page, leading to increased awareness, The content created for the Facebook page is appropriate, and the appropriateness of creating the Facebook fan page, in that order. Therefore, the development of online marketing channels for mangosteens must consider factors such as personnel who are skilled in imparting knowledge about online marketing strategies, the products to be sold, and the readiness of group members to apply this knowledge. These efforts should be driven by genuine needs and a willingness to develop oneself.
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