Marketing Strategies for Safe Food Market in Ubon Ratchathani Province

Abstract

          The objective of this research was to develop marketing strategies for safe food in Ubon Ratchathani Province. The questionnaire was used as a tool for data collection from 392 consumers who used to purchase safe food at Don Klang Market, Ubon Ratchathani Province by purposive sampling and accidental sampling method. The statistics used in the descriptive analysis were frequency, percentage, mean, and standard deviation. PEST analysis and SWOT analysis were used to examine the business environment. TOWS matrix was used to develop strategies, and STP analysis was used to analyze markets. The research results illustrated that the appropriate strategies include: 1) Attacking strategy employs both offline and online media to raise awareness of target groups regarding the convenience and cleanliness of the market    2) Build strengths for attacking strategy create a unique market identity by emphasizing healthy and safe food throughout the market 3) A defensive strategy to develop market infrastructure to serve customers 4) Build strengths defensive strategy to encourage the development of unique products and services to create impressions. Furthermore, five marketing strategies for safe food market can be developed, namely product and value strategy, promotion and convenience strategy, place strategy, merchant strategy and process strategy. This could be used as a guideline by market executives and merchants to take significant steps to increase sales.