GUIDELINES FOR USING MARKETING MIX AND SOCIAL MEDIA MARKETING OF SMALL ONLINE BUSINESSES: A CASE STUDY OF FASHION PRODUCTS IN THE EEC REGION

Abstract

The purpose of this study was to study Guidelines for using marketing mixes and Social Media Marketing of small online businesses: case studies of fashion products in the EEC agrion.  The researcher conducted qualitative research. The researcher collected data by in-depth interview.  In this regard, 17 persons involved are entrepreneurs and small business enterprise owners of fashion products in the EEC area, from Chachoengsao 5 people, Chonburi 7 people, and Rayong 5 people. General information about all interviewees were women aged 22-32 years, with a Bachelor’s degree, with average sales per month (Including product costs) between THB 50,000-THB 90,000. Fashion products sold are women’s fashion products. The duration of operation is 2-4 years and there are approximately 1-3 employees. 

From the analysis of the interview data, most of the answers of entrepreneurs have created marketing mix. Which consists of 6 P’s including products, prices, distribution, marketing promotions, privacy, and personal services. Most entrepreneurs use Facebook as a means of online communication via Social Media. Entrepreneurs focus on selling a variety of products for customers to choose according to their own needs. Setting the price without shipping by calculating the actual delivery cost in selling products, there will be product details and shipping charges to the customer. And notify customers to transfer money before sending products. Company will have promotions on various months and festivals or have games for customers to enjoy by maintaining privacy, will ask for customer information as necessary to be used as shipping information only. For personal reviews, store owners should respond to their own messages so they know the problem and can quickly resolve it and monitor the delivery situation to the individual customers. From the information obtained, it can be developed and supported by other operators to respond to consumers more and is a way to use in business online for the art component.