Marketing mix strategies that influenced the success of the community enterprise of Ban Um Saeng Rice Center (Kasetthip)

Abstract

The purposes of this research were to investigate the current situation of problems and to study the marketing mix strategies in business operation and marketing mix strategies that influenced the success of the community enterprise of Ban Um Saeng Rice Center (Kasetthip). The questionnaires were used to collect data and were statistically analyzed by percentage, frequency, mean, standard deviation and the inferential statistics, i.e. multiple regression analysis.

         The findings derived from the interview regarding the current situation of problems of the community enterprise revealed that the problems were distribution channels and community funds. Regarding the distribution channels, the products should be sold in the modern trade stores, but the high expenditure of profit growth for modern trade stores made them impossible to sell the products there. Considering the community funds, the members sold rice at the same time from November to January, while the community enterprise was able to buy only 50% due to financial problem. Moreover, considering four aspects of the marketing mix strategies in business operation were as follows: the overall products were at high level, the overall prices were equally at high and moderate levels, the overall distribution channels were at high level and the overall sales promotions were at low level. Finally, the marketing mix strategies that influenced the success of the community enterprise, it was found that the marketing strategies, i.e. products, marketing promotions and distribution channels influenced the success of the community enterprise with statistical significance at the level of 0.05, while the price strategy didn’t influence the success.