Marketing Development: A Case Study Of Kikham Weaving Group Nam Long Village, Sobprab District, Lampang Province

Abstract

          This research article’s objectives are to study the factors of marketing mix (5Ps) of the decision to buy handwoven cotton, and to suggest guidelines for developing marketing strategies of Kikham weaving group at Nam Long village, Sobprab district, Lampang province. Research method data were collected by interviewing an entrepreneur and using a questionnaire with 400 people as a guideline for developing marketing strategies in Kikham weaving group’s entrepreneurship at Nam Long village or those interested in handwoven cotton business in order to meet the needs of customers effectively.

           The results of marketing mix factors (5Ps) for the decision to buy handwoven cotton of Kikham weaving group at Nam Long village, Sobprab district, Lampang province show. the average personal is at a high level (=3.89); the average price is at a high level (=3.77); the average distribution channel is at a high level (=3.66); the average product is in the middle (=3.43); the average marketing promotion is in the middle (=3.36). Therefore, it appears that the marketing promotion is at the lowest level among other aspects. Also, it is the first factor that needs to be developed by promoting the tempting sales, such as discounts, special gifts, organized marketing activities by running event booths in various locations regularly. And there are advertisements to promote the products to be known continuously and through various channels.