MOTIVATION OF CONSUMER GROUPS BY MEANS OF COMMUNICATING MARKETING IMAGES: A CASE STUDY OF YAI CHA COMMUNITY MARKET NAKHON PATHOM PROVINCE

Abstract

The purpose of this research is 1) to study the marketing image to create motivation among consumers who use marketing services in the Yai Cha community
2) to develop marketing communication. To create incentives for consumer groups who use marketing services in the Yai Cha community. 3) To present marketing communications. To create incentives for consumers who use marketing services in Yai Cha community, Samphran District, Nakhon Pathom Province Using participatory action research Collect information from in-depth interviews and individual group discussions. From the 15 key informants and analyzed the data using the triangular technique Using interviews Studying related documents Opinion poll Analyze and summarize the results according to the set objectives.

The findings founded that.

1. The desired marketing image of the community consists of. 1) Products or services that are offered such as having a good quality, trustworthiness, modern, and uniqueness. 2) Pricing of products or services having an appropriate and fair price. 3) Location for distribution and time period that consumers can access conveniently. 4) Promoting marketing, marketing communication activities, sales promotional equipment, and product placement. 5) servicing. 6) management.

1. Development of marketing image to create motivation for consumers consists of. 1) Advertising with digital technology showing quality, beauty, and distinction of the product. 2) public relations by presenting positive facts. 3) communicating through retailers, all service staff in the market, and other personal media. 4) organizing activities promoting special sales. 5) communication through the community’s identity. By designing the identity of the product and packaging to be appropriate; the identity of buildings, location, decoration, atmosphere, signs, as well as seller uniforms reflect meaning and create a good impression that goes well together.
2. The form of conveying the marketing image; creating motivation for consumer groups that use services offered by markets needs to have a system where all concerned parties are able to carry on and reach the goal together by setting. 1) consumer groups, goals and consumption behavior. 2) reason for creating an image.

3) Communication strategies or marketing communication tools. Following target groups and objectives that were set such as advertisement, public relations, sales employees, etc. 4) Media-using strategies, activities and time frame using media. 5) Message presentation strategies. 6) Methods of assessment and evaluation of the image according to the goal and improvement in conveying the marketing image.