The Marketing Guidelines of “Phanya Phan” Stationery and Office Supplies Retailing Store, Wapi Pathum District, Maha Sarakham Province.

Abstract

The purpose of this research was to study marketing components, definition and meaning of the components, and guidelines of Stationery and Office Supplies Retailing Store, Wapi Pathum District, Maha Sarakham Province. The study methods were documentary research, Semi-Structured Interview to find observable variables, and exploratory factor analysis to classify the components. The data were gathered from a sample of 500 participants. The results showed that most respondents were female, aged under 20 years. In addition, the respondents had an undergraduate level of education. Therefore, the respondents were engaged in high school and university students, with an average income per month not exceeding 9,000 baht. The results of this study showed the following four components, (1) Worthy (W); (2) Online and On-site (O); (3) Reachable Access (R); and        (4) Kindness Care Approach (K), presented as a concept “WORK.” All components explained 58.177 percent of marketing guidelines of Stationery and Office Supplies Retailing Store and were applied as marketing guidelines of “Phanya Phan” Stationery and Office Supplies Retailing Store, Wapi Pathum District, Maha Sarakham Province consisting of 4 guidelines as following: (1) Worthwhile Purchasing; (2) Increasing online and developing on-site;              (3) Awareness and Reachable; and (4) Corporate Social Responsibility