Applying Appreciative Inquiry for Increasing Sale: A Case Study of Thongchai Home Furniture

Abstract

This independent study was a qualitative research study. The objective was to find consumers' impressions and positive experiences of purchasing furniture products from Thongchai Home Furniture and ways to increase furniture products sales at Thongchai Home Furniture by a progressive rate of 10-20 percent. There were thirty samples interviewed. The researcher looked for common and distinctive points and analyzed the environment outside the business. Analyzing was by using SOAR, creating a business model canvas, and exploring the value delivered to consumers by using the information to define projects as a guideline to increase sales through two campaign phases consisting of three short-term and two long-term campaigns. The study results showed that they knew Thongchai Home Furniture Store from the customer's perspective. The most convergence factors were Facebook Pages, word of mouth, and advocates. The most convergence factor which made most purchase decisions was that the products are many and varied. The most convergence factor that impressed those who came to use the service was staff service. After that, the above information was used to design campaigns for both phases and put into action February-May. According to the objectives, the study found that sales increased at a progressive rate of 10% - 15%. In March, an increase of 10% accounted for an income of 5,500,000 baht. Raised by 12 percent, accounting for a payment of 6,160,000 baht, and in May increased by 15%, representing an income of 7,084,000 baht, respectively.