The Marketing Management Model of Products for the People with Disabilities Group (PWD)

Abstract

The objectives of this research were 1) to study the buying decision components for products among people with disabilities group (PWD), 2) to develop the marketing management model of product for people with disabilities group (PWD), 3) to study the satisfaction with the marketing management model of product for people with disabilities group (PWD), and 4) to evaluate and explore lessons learned from the marketing management model of product for people with disabilities group (PWD). The methodology of this study consisted of several steps: Step 1, Research (R1) by exploring buying decision components for products among PWD; Step 2, Development (D1) by developing the marketing management model of product for PWD; Step 3, Research (R2) by surveying the satisfaction with the developed marketing management model; and Step 4, Development (D2) by extracting lessons learned from the marketing management model. The results of this research indicated that 1) throughout the times, people with disabilities group (PWD) have not been socially accepted. Personnel lacked management potential. A reason of refusing goods produced by PWD was inconvenient distribution channel where was far from buyers’ home/office, 2) Marketing Management People with Disabilities Model (MMPWD Model) was developed by the researcher, comprising Product (P₁), Price (P₂), Place (P₃), Promotion (P₄), People (P₅), Process (P₆), and P7 (Physical Evidence). P₁: the product was produced with quality-oriented manner, enhanced confidence, standards and production capacity and innovation. P₂: Price, the products were priced to be consistent with raw materials, the work duration of PWD, and corporate social responsibility. P₃: Place was characterized by both online marketing and offline marketing. P₄: Promotion, which was divided public relations, direct marketing, and sales promotion. P₅: People, personnel were trained to achieve their management capabilities. P₆: Process, which was participatory process between government sector, private sectors and others. P₇: Physical Evidence, which was perfect service, building impressiveness in image. 3) The results of surveying the satisfaction showed that the consumers’ satisfaction with the developed the marketing management model of product for PWD was at a high level with a mean of 3.70. The consumers’ buying decision was at a high level with a mean of 3.80. and 4) The marketing management model of product for people with disabilities group (PWD) shall be successful due to the participation of all parties, from entrepreneurs, sellers, consumers, and related agencies to develop the effective and efficient marketing management model in a sustainable manner.