Analysis of Customer Needs towards the Marketing Mix in Online Fashion Clothing Entrepreneurship by Applying the Kano Model: Perspectives of Kasetsart University Students Sriracha Campus
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Abstract
Entrepreneur adaptation reaching customer needs is essential to any business leading to this research to study customer needs towards the marketing mix by applying the Kano model from the perspective of Kasetsart University students Sriracha Campus. Using an online questionnaire and 557 respondents, the statistics used for data analysis were frequency and percentage values. The results of the study showed that the online marketing mix (6 Ps) is 1) product, 2) price, 3) place, 4) promotion, 5) personalization, and 6) privacy. It consists of 27 attributes classified according to customer needs. According to the Kano model, which classifies into four categories: 1) Must-be attributes are the product, price, and privacy aspects; there is one attribute on each element. 2) Attributes that make customers satisfied (One-dimensional) are the product, price, and place aspects; there is one attribute on each element: personalization and privacy aspects; there are two attributes. 3) Attributes that act to attract customers (Attractive) are the product and promotion aspects; there are three attributes on each element. The price aspect has two attributes; the place aspect has five attributes. The personalization aspect has one attribute., and 4) Attributes without any difference in customer feelings (Indifferent), the product aspect with one attribute, and the promotion aspect with two attributes. This study will be helpful for further development of entrepreneurs' marketing mix in the future.
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