A Study of Internal Marketing Factors of the Ban Kut Rang Silk Weaving Community Enterprise Kut Rang Sub-district Kut Rang District Maha Sarakham Province

Abstract

This research consists purposes were to examine the internal marketing factors of the Ban Kut Rang Silk Weaving Community Enterprise Group, located in Kut Rang Sub-district Kut Rang District Maha Sarakham Province. This research employed a quantitative approach. The research instrument was a questionnaire, and the sample group consisted of 130 members of the Ban Kut Rang Silk Weaving Community Enterprise Group, selected in total. The data collected from the questionnaires were analyzed using a statistical software package for descriptive statistics, including percentage, mean and standard deviation. The research findings revealed that the overall internal marketing factors of the Ban Kut Rang Silk Weaving Community Enterprise Group were at a high level (x̅ = 3.67, S.D. = 0.21). When considering each aspect in descending order of mean score, the results were as follows: marketing mix (x̅ = 3.80, S.D. = 0.48), production (x̅ = 3.74, S.D. = 0.49), research and development (x̅ = 3.72, S.D. = 0.47), human resources (x̅ = 3.71, S.D. = 0.49), finance (x̅ = 3.65, S.D. = 0.48), business location (x̅ = 3.65, S.D. = 0.52), management information systems (x̅ = 3.57, S.D. = 0.54), and corporate image (x̅ = 3.52, S.D. = 0.57).