Marketing Channel Management for the Loincloth Products on the Community Identity Cotton Design Community Enterprise Group, Pathum Thani Province
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Abstract
This article aimed to study 1) the development of marketing online channels for the Cotton Design Community Enterprise Group; and 2) the development of marketing offline channels for the Cotton Design Community Enterprise Group. The sample was a group of 400 cotton design community enterprises in Pathum Thani Province. They were selected by a questionnaire. The instrument for collecting data was the CHAID decision tree analysis data by descriptive statistics and content analysis. The research results were found as follows:
1. Cotton Design Community, Pathum Thani Province, found that interested groups/ product buyers pay attention to online marketing channel strategy promotion and online media as well as the convenience of searching for products, including the most suitable marketing channel for the loincloth products of the Cotton Design community enterprise, Pathum Thani Province, which is Twitter.
2. Those Interested in offline marketing channel strategy. Promotional advertising through incentives, searching, participation and confidence in purchasing products for the cotton design community enterprise of Pathum Thani Province most often takes the form of printed media such as brochures.
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