Strategies to Create a Competitive Advantage of the Chapayom Business in Nakhon Pathom Province
Keywords:
Competitive Advantage, Marketing Mix, Chapayom BusinessAbstract
The purpose of this research was to 1) study the strategy to create a competitive advantage
of the tea business in Nakhon Pathom province. From the perspective of the entrepreneur.
2) Comparison of purchase behavior of salted tea beverages by consumer demographics and
3) study of the influence of marketing mix factors. Affecting the buying behavior of tea drink in
Nakorn Pathom province. This research method uses mixed methodology. Quantitative Research
and Qualitative Research consists of two phases: Step 1: Quantitative Research The population of
this research was 400 consumers who purchased the tea drink in Nakhon Pathom province.
The researcher used the random sampling method. Step 2 Qualitative research In- depth interview
with business operators. Three salted tea franchise by purposive sampling. Statistics used Frequency,
percentage, mean, standard deviation, t- test, one- way ANOVA and Multiple regression analysis by
Enter method. the qualitative data analysis with content analysis. The research findings were as
follows: 1) Strategies to create a competitive advantage of the tea business in Nakhon Pathom
province. From the perspective of the entrepreneur. The use of marketing mix is appropriate.
( 1. 1) Products: Focus on glass beverage production per glass. Will do when customers order.
(1.2) The price is set at a base price of 25-30 baht is the price to be an option for customers to buy
all customers. ( 1.3) Place: Focus on location is appropriate. Easily accessible, convenient access.
There is space for customers to sit and wait for refreshments. and (1.4) Promotion. The promotion
is on a regular basis, such as a reward card to exchange free drinks. Discount from normal price and promotions of the month. To attract customers and to impress customers to buy drinks again.
2) The consumer behavior of salted tea drinkers was different among gender, age, status, occupation,
education and income. 3) The marketing mix factors affecting the consumers are different depending
on the type of beverage. The factors that affect the choice of green tea and cocoa are the products,
but the purchase of coffee is to promote marketing.
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