The Development of Marketing Digital Media for Chiffon Cake of Business Entrepreneurs in Lak Sam-Subdistrict of Ban Phaeo District in Samut Sakhon Province

Abstract

           This research aims 1) to study the need to develop packaging and the  chiffon cake brand for business entrepreneurs 2) to study the digital marketing strategies of Chiffon cake business entrepreneurs 3) to study the development of public relations media via online channels and 4) to analyze the development of marketing digital media for chiffon cake of business entrepreneurs in Lak Sam Subdistrict of Ban Phaeo District in Samut Sakhon Province. This research is a survey research by using mixed techniques. The qualitative method was done by doing in-depth interviews of 15 specialists (Punch, 1998).  For quantitative research, the questionaires were used as an instruments. The sample size was calculated in the case where the population is unknown yielding 400 and used a ramdom sampling with a quota for 10 stores that sold Chiffon cake, 40 questionairs each (Hair, et al 2010: 204). Statistics used to analyze data were percentage, mean, standard deviation and multiple linear regression analysis.
         The results showed that 1) the development of packaging should give importance to packaging being beautiful and outstanding and unique and for brand development should give importance to brand design that conveys quality and uniqueness 2) digital marketing strategies of chiffon cake business entrepreneurs should focus on creating awareness among consumers, the aspect of making customers interested/making customers like the product (chiffon cake) and the aspect of creating channels for consumers to inquiry for information, respectively. 3) the development of public relations media via online channels gives importance to the content of the chiffon cake that is easy to understand, uncomplicated, and right to the point, use pictures, infographics, and videos to make it interesting and easy to understand 4) The development of marketing digital media for chiffon cake found that the overall packaging and branding of chiffon cake and digital marketing strategy statistically affect the development of public relations media via online channels at the 0.01 level of significance.