Marketing Model for Operation Potential of Herbal Product (Non-food) OTOP Community Enterprises in Southern Thailand
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Abstract
The purpose of this research was to find out the marketing mix of OTOP Community Enterprises in order to increase the potential for the operations of herbal products (non-food) enterprises in southern Thailand and relationships between the potential marketing mix and the factors regarding entrepreneurial characteristics of herbal product (non-food) OTOP community enterprises in southern Thailand. The research methodology was quantitative. The data were collected by means of questionnaires. The sample group was 230 entrepreneurs in all 4 and 5 – star OTOP enterprises in southern Thailand. The statistics was used for a descriptive analysis, and the data were quantitatively analyzed by applying t-test and testing pair wise comparison with Ad Host Tests. The Least Significant Difference (LSD) Test was at the 0.05 level. The results showed that for the community enterprise operations, the marketing mix was ranked as the most important factor. The other factors ranked in the following order: personnel, location, service, sales promotion, image, price, and product respectively. The results of Hypothesis Testing showed that there was a positive correlation at a high level between the marketing mix and the potential operations of herbal product (non-food) enterprises in southern Thailand. Customers had a positive correlation with products at the highest level. Additionally, the earning results also had a positive correlation with image at the highest level.
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References
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