The Development of Marketing Communication Potential of the Community Business Groups in Pattani Province

บทคัดย่อ

Marketing Communication is one of the most important approaches to increase selling efficiency. This research aims to develop marketing communication competency for five community business groups in Pattani province. There are two objectives which are 1) to explore the challenges of marketing communication and 2) to develop marketing communication competency. This is qualitative research applies the Participatory Action Research (PAR) approach integrating document analysis, in-depth interviews, focus groups, and workshops as the research tools for data collection.
The results found three challenges that affected the marketing communication competency and product sale distribution: 1) the brand names and packaging have often changed due to the government agencies’ support that triggered confusion for customers who were unable to identify the product names and appearances, and 2) The lack of confidence to conduct sale exhibition to showcase products on their own, and 3) The lack of confidence to communicate and present the products. The development of marketing communication competency includes three procedures: 1) to enhance marketing communication knowledge and skills, 2) to develop marketing communication tools to support their sale distribution activities, and 3) to practice selling to gain more experience.