MARKETING STRATEGIES AFFECTING THE COMPETITIVE ADVANTAGE OF PERFUME ENTREPRENEURS IN THE CENTRAL REGION

Abstract

This research paper aimed 1) to study perfume business marketing strategies and new marketing strategies of perfume business entrepreneurs in the central region, 2) to study competitive advantages of perfume business among perfume business owners in the central region, 3) to compare the competitive advantages of the perfume business in the central region, and 4) to analyze the correlation between business marketing strategy and new marketing strategy with competitive advantages of perfume business in the central region. Quantitative research was designed by using questionnaires to collect from 386 perfume business entrepreneurs in the central region. Data were analyzed by percentage, mean, standard deviation, and multiple regression analysis. The research findings were as follows: 1) perfume business marketing strategy and new marketing strategies of perfume entrepreneurs in the central region was shown in overall at a high level. 2) The overall competitiveness of the perfume business of the perfume entrepreneurs in the central region was also shown at the high. 3) Comparing the competitive advantages of the perfume business in the central region classified by personal factors found that education level was different, and the overall competitiveness of the perfume business has also shown different at the statistical significance level of .05. The competitive advantage of the perfume business in the field of making a difference and the rapid response was shown different at the statistical significance level of .05. 4) The correlation between the business marketing strategy and the new marketing strategy and the competitive advantage of the perfume business in the central region was shown a correlation in the same direction at the statistical significance level of .01