Marketing Strategy for Increasing Amulet Buying Luangphophrasai, Wataramluang, Wat Pochai, Nong Khai Province

Abstract

          The objectives of this study were 1) to study behavior of choosing to worship the offerings and appreciating the marketing mix influencing the decision on buying Luangphophrasai, Wat Phochai, Nong Khai province, 2) to develop marketing strategy to increase the number of worshippers of Luangphophrasai, Wat Phochai, Nong Khai province. Data were collected by using 400 questionnaires via Porter’s five forces used to analyze the external environment and market situation, contributing to the formulation of marketing strategy. Consequently, the study of consumer behavior, the business environment and the marketing mix influencing the worshippers’ decisions were derived.

          The study showed that the behavior in choosing to worship the amulets was due to the worshippers’ beliefs in the grace and mercy of Luangphophrasai with hopes to be met with auspicious fortune. Influencers were derived from trustable amulet collectors endorsing the ‘holiness’ of the amulet. Social media was found to have strong endorsement on the choice to worship the amulet. With regard to product, the holiness of ceremonial consecration played a crucial role. As for price, the price to worship was heavily influenced by the analysis of amulet collectors. A reliable distributional place was considered to be from the temple. In terms of promotion, the worship set was defined in this case to appeal to a large number of worshippers. Hence, the projects were managed in the following manner: Project (1) Product guarantee, Project (2) Customer relationship building, (3) Online shops creation for holiness reliability.