Marketing Guidelines for Adding Product Value and Elevate Ceramic Products of Household Entrepreneurs in Lampang Province

Abstract

The objectives of this research were to develop and test marketing guidelines to create value and elevate the ceramic products of household entrepreneurs in Lampang Province. Mixed method research design was used. Qualitative data was collected from focus groups with 12 household ceramic entrepreneurs and was analyzed using  content analysis. While quantitative data were collected from questionnaires with 400 consumers who had previously purchased ceramic products and analyzed using multiple regression. The results found that the product design "Prayer Bell" could use chicken and elephant motifs that represented the identity of Lampang Province. We used a pricing strategy based on psychological pricing, ending prices with the number 9. We tested this strategy at Doi Phrachan Temple, which aligned with our product in terms of building belief and faith. Additionally, we created content about the temple's Japanese-style architecture and the activities related to making wishes and hanging bells for tourists on social media. The results of testing marketing guidelines found that marketing activities could generate higher income for the 2 entrepreneurs participating in the project. The first entrepreneur could earn 160 percent more income and the second entrepreneur could earn 105 percent more income.