GUIDELINES FOR THE SUCCESS IN MARKETING MANAGEMENT OF VENDING MACHINE ENTREPRENEURS IN BANGKOK AREA
Keywords:
Success, Marketing, Entrepreneurial, Vending MachineAbstract
The objective of this research is twofold: 1) to study the current state of automated retail businesses in the Bangkok area, and 2) to explore the pathways to success in marketing management for automated retail operators in the Bangkok metropolitan area. The research methodology combines qualitative and quantitative approaches to ensure comprehensive responses to the research objectives. The qualitative research involved in-depth interviews with five key stakeholders, namely the managers of automated retail businesses, while the quantitative research employed a survey questionnaire with a sample size of 400 respondents.
The research findings reveal that the automated retail industry in the current Bangkok area is expanding rapidly, with intense competition among operators. These operators employ strategies to turn crises into opportunities for business development. The factors or variables examined include demographic characteristics, internal organizational management, consumer behavior (4C's), and the use of marketing innovation strategies. All these factors significantly influence the success of marketing management for automated retail operators, measured by consumer satisfaction, consumer loyalty, ability to attract new customers, and sustainable business growth. The validity of the qualitative research findings is further supported by the quantitative research findings, which confirm the impact of demographic characteristics, consumer behavior (4C's), and the use of marketing innovation strategies on the success of marketing management for automated retail operators.
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