THE FACTORS OF MANAGEMENT STRATEGY AFFECTING PERFORMANCE OF FRUIT RETAIL BUSINESS (DURIAN) IN UTTARADIT PROVINCE
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Abstract
Introduction: Uttaradit Province is one of Thailand's major durian-producing regions, yet faces significant challenges in timely distribution of its produce. This research aims to examine business management strategies as guidelines for improving the operational performance of fruit (durian) retail businesses in Uttaradit Province. Objective: 1) To study the influence of management strategy factors on the operational performance of fruit (durian) retail businesses in Uttaradit Province, and 2) To propose business management approaches for improving the operational performance of fruit (durian) retail businesses in Uttaradit Province. Methods: This quantitative research study surveyed a population sample of 106 producers and entrepreneurs authorized to use the Thai Geographical Indication (GI) trademark for fruit (durian). Data collection was conducted using questionnaires, and the data were analyzed using multiple regression analysis. Results: Management strategy factors for fruit (durian) retail businesses in Uttaradit Province—including cost leadership strategy, differentiation strategy, product development strategy, innovation strategy, and online marketing strategy-were rated at high levels, with product development strategy receiving the highest average rating. The management strategy factors that significantly influenced operational performance at the 0.05 statistical significance level were: 1) cost leadership strategy, 2) differentiation strategy, and 3) online marketing strategy. Meanwhile, product development strategy and innovation strategy did not demonstrate a positive influence on operational performance. Recommendations for business management approaches to improve operational performance include: For cost leadership strategy, entrepreneurs should focus on creating and expanding sales and distribution channels through online media to directly reach target customers while reducing costs. For differentiation strategy, entrepreneurs should design unique and innovative packaging to make products more attractive and memorable to customers. For online marketing strategy, entrepreneurs should establish appropriate product pricing and implement secure, diverse payment systems to facilitate faster and easier customer purchasing decisions. Conclusion: The research findings can be presented in the following predictive equation: Y = 1.687 + 0.322(X1) + 0.197(X2) + 0.123(X5)
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