The Development of Creative Marketing Chanel Strategy of Woven Textiles Products Ban Kud – Wa Kalasin Provice

Abstract

          The objectives of the study were 1) to study potential problems of woven textiles product groups at Ban Kud-Wa, Kalasin province 2) to develop creative marketing channel strategy of woven textiles product groups at Ban Kud-Wa, Kalasin province. The study was a mixed method research by using focus group interview and participatory action research (PAR). The populations were 132 people from 2 groups; Kud-Wa women career development of woven textiles products and Ruang-Thong Kud-Wa farm women. Data were collected as quantitative research by using 200 questionnaires for groups of customers. Data were analyzed using statistical tools; frequency, percentage, mean and standard deviation. The findings indicated that community groups and customers tended to interested in; for storefront marketing channel strategy by decorating and arranging stores organizedly, attractively, conveniently and cleanly. For Online marketing channel strategy, store’s webpages had been created and uploaded products continuously. For agent marketing channel strategy, numbers of dealers or business partners were increased. From developing of creative marketing channel strategy, sales had been increased 8.89% for Ruang-Thong Kud-Wa farm women group and 7.97% for Kud-Wa career development of woven textiles products group. From the survey of customer needs of buying goods through creative marketing channel overall was at high level (x̄ =3.58). When analyzing channel strategy, the average of the top two at high level were; Online marketing channel strategy (x̄ = 3.79) and agent marketing channel strategy (x̄ =3.67). Moderate level was storefronts marketing channel strategy (x̄ =3.25). Base on the findings, this study developed creative marketing channel strategy to increase income under the ability of community context.