THE MARKETING PROMOTION BY PARTICIPATION OF PICKLED FISH OCCUPATION GROUP AT PHROMMAT SUB-DISTRICT, MUANG DISTRICT, LOP BURI PROVINCE

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Kulchalee Puangpejara
Somporn Puangpejara

Abstract

         The purposes of this research were to: 1) study the state and problems of promotion of pickled fish occupation group at Phrommat Sub-District, Muang District, Lop Buri Province; 2) develop the guidelines for promotion for pickled fish occupation group at Phrommat Sub-District, Muang District, Lop Buri Province using participation action research (PAR). The samples, selected by purposive sampling method, were eight government administrators and a promotion academic staff, three community leaders in the study areas, five customers and 30 members affiliated to pickled fish occupation group at Phrommat Sub-District. The qualitative research including observation,
in-depth interview, focus group technique, and public hearing was employed for data collection. The qualitative data to capture categories using a content analysis.


           The research findings were as follows:


           1) The current state of pickled fish occupation group at Phrommat Sub-District organizes the marketing communications emphasizing on advertising using brochures and on word of mouth, whereas public relations, sales promotion, and personal selling have not been systematically implemented. With regarding to the problems of pickled fish occupation group at Phrommat Sub-District having encountered are lack of budget, lack of knowledge on promotion and using technology for promotion.


            2) The guidelines for development of the promotion of pickled fish occupation group at Phrommat Sub-District, other than advertising, using brochures and word of mouth, the occupation group leaders should pay attention to billboards, radio broadcast, local newspapers and social media. In addition to other tools of promotion mix: public relations, sales promotion, and personal selling. Also encourage members of pickled fish occupation group at Phrommat Sub-District more participate in the promotion as well.

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References

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