ทัศนคติของผู้บริโภคต่อภาพลักษณ์ตราสินค้าและกลยุทธ์ทางการตลาดของร้านขายของที่ระลึกผลิตภัณฑ์ OTOP ในเขตเมืองพัทยา จังหวัดชลบุรี

Abstract

          This research aimed 1) to explore consumer’s attitude towards brand image of souvenir shop entrepreneurs in Pattaya City, Chon Buri province and 2) to study consumer’s attitude towards marketing strategy used by souvenir shop entrepreneurs in Pattaya City, Chon Buri province. The samples were 83 customers of member and certified souvenir shops selling OTOP (One Tumbon One Product) products and local products from communities in other parts of Thailand. Descriptive statistics used for data analysis include frequency distribution, percentage, means, and standard deviation. The findings showed that the consumers’ attitude towards brand image of souvenir shop was in good level. The consumers considered souvenir sold in the shop as unique products with “OTOP” logo on each item. The shop assistant dressed properly and obviously represented Pattaya identity, and Pattaya Brand played an important role in promoting the uniqueness of the products and brand image. In addition, it also showed that the consumers’ attitude towards the marketing strategy used in terms of products and brand, price, distribution, and promotion. Since customer attraction was not effective enough, the suggestions were that entrepreneurs needed to improve customer relationship management and sales technique.