Marketing Strategies to Increase Sale of Mobile Phone at Patra Mobile Stores, Aumphur Nong Bua Daeng, Chaiyaphum Province

Abstract

The objectives of this research were 1) to study the behavior of the customer's decision to purchase a mobile phone at Patra Mobile Shop, Nong Bua Daeng district, Chaiyaphum province, 2) to investigate the marketing mix for purchasing a mobile phone of the customers at Patra Mobile Shop, and 3) to determine the strategies to increase the sales volume of mobile phone at Patra Mobile Shop. The sample group consisted of 400 customers who used the services at the shop. The statistics used to analyze the collected data were percentage, mean, and standard deviation (SD) along with the analysis on the general situation, competition environment, strengths, weaknesses, opportunities, threats, and strategic factors to determine the strategies to increase the sales volume of mobile phone.

          The research results were found that most customers were female. The average price of the mobile phone they purchased was 4,001-5,000 Thai Baht. The period of use was about one-three years. The frequency of purchasing the mobile phone was two years. Furthermore, the findings illustrated that the marketing mix that affected the decision to purchase the mobile phone the most was the product, followed by the process and personnel, respectively. From the analysis, there were three projects which were the marketing strategies to increase the sales volume of the mobile phone as follows: 1) Be Modern Project, 2) Quick and Active Project, and 3) Information and Connection Project. It is expected that the sales volume of the mobile phone at the Patra Mobile Shop, Nong Bua Daeng district, Chaiyaphum province would achieve the goal.