GUIDELINES FOR PROMOTING THE RECOVERY SLIPPER INDUSTRY THROUGH CONSUMER PURCHASING IN BANGKOK

Abstract

This research aims to 1) assess the capabilities of shop entrepreneurs, product manufacturing standards, marketing strategies, and service standards in the recovery slipper industry; 2) identify causal factors influencing these standards and strategies; 3) propose promotional strategies for boosting consumer purchases in Bangkok. Findings indicate that: 1) shop entrepreneurs’ capabilities and marketing strategies were rated highest, while product manufacturing and service standards were rated high; 2) marketing strategies had the strongest influence on promoting the recovery slipper industry, followed by entrepreneur capabilities, service standards, and then product manufacturing standards; 3) a chart illustrated promotion strategies, with marketing strategies as the primary driver, supported by entrepreneur capabilities and service standards, while product manufacturing standards provided top support. The results can aid government agencies, like the Ministry of Industry and Commerce, in policy development and oversight, as well as help entrepreneurs maintain product standards for consumer value.