The development of digital marketing strategies for community products in Nakhon sawan province

Abstract

           The objectives of this research were to 1) To study the factors of new marketing ingredients that affect the purchasing decision of community products in Nakhon Sawan Province. 2) To study the readiness to implement digital marketing activities of community products in Nakhon Sawan Province and 3) To develop a digital marketing strategy that is suitable for the product market development of community products in Nakhon Sawan province. The research tool was two questionnaires which collected data with  in objective 1 from sample 400 people and objective 2 from sample 332 people.
          The results of this study are as follows; The purchaser with different demographic characteristics  affect the different decision to purchase the product of community products in Nakhon Sawan province. The new marketing mix (4Es), in terms of Experience and Exchange does not affect the decision to purchase community products. and in terms of Everywhere and Evangelism affect the decision to purchase community products. Leaders and members of community products group in Nakhon Sawan are well ready to activities digital marketing. The digital marketing strategies that are suitable for the development of community products are trading products to specific groups of customers and general customers through social networking channels and electronic marketplace.