Consumer Behavior, Marketing Strategy, Integrated Marketing Communication, and Management Affecting the Direct Sales Management in Thailand
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Abstract
The research article consisted of the following objectives: 1) to study the consumer behavior, marketing strategy, integrated marketing communication, management, and the direct sales management in Thailand; and 2) to study the influences of consumer behavior, marketing strategy, integrated marketing communication, and management that affect the direct sales management. The study applied a mixed-method research between quantitative and qualitative researches. For quantitative method, a sample group was chosen by way of a proportionate stratified sample and consisted of 340 direct salesmen who worked as full-time and part-time jobs from 10 direct sales companies in Thailand. The data were analyzed by using descriptive statistics and structural equation modeling. While for a qualitative method, the data were collected by in-depth interviews with key informants consisting of executives and personnel from Thai Direct Selling Association and direct sales companies in Thailand, in a total of 25 persons chosen by way of purposive sampling. From the study, it is found as follows: 1) The level of direct sales management is at the highest level, followed by marketing strategy, level of management, level of integrated marketing communication, and level of customer behavior, respectively; 2) The marketing strategy has an influence on direct sales management at the highest level, followed by customer behavior, integrated marketing communication, and management, respectively. When considering only factors affecting direct sales management, it is found that marketing strategy has an influence on direct sales management at the highest level, followed by customer behavior, integrated marketing communication, and management, respectively. The results of the study will benefit the organizations related to direct sales management in Thailand. The guidelines and data from the study can be used to benefit and make further efficiency.
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