Marketing Communication Strategies and Guidelines for the Development of Milk Distribution Channels of Phatthalung Dairy Cooperative Limited
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Abstract
The research aimed to study the consumption behavior, the integrated marketing communication strategies and decision-making process for purchasing dairy products of Phatthalung Dairy Cooperative. The sampling method was purposive sampling and convenience sampling. The questionnaire was used to collect 400 consumers in the Andaman coast of the South. The data analysis was performed using descriptive statistics. The results of the study on consumer consumption behavior found that; consumers preferred pasteurized milk products with flavor and low-fat flavor. They consumed the milk products 1-2 times a week and bought products from distributors. They learned about the products from the booths and exhibitions. The results of the study on the integrated marketing communication strategies found that the Phatthalung Dairy Cooperative used online advertising and public relations, organized social activities, and sales products in the area. The results of the study on purchasing decisions found that most consumers decided to purchase because they were confident in the quality and standards of the products. The good taste and variety of tastes also the package size were suitable for consumption. The study results on the development of distribution channels found that; distribution channels should be increased through direct marketing channels and sales through distributors.
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