Online Marketing Channels of Natural Silk Protein Lotion Products of Bansiewnoi Woman Weaving Group, Muang District, Chaiyaphum
Keywords:
Marketing Channel, Online Marketing, Natural Silk Protein LotionAbstract
The purpose of this research was to develop online marketing channels for the natural silk protein lotion products of Bansiewnoi Woman Weaving Group, Muang District, Chaiyaphum Province. Quantitative and qualitative research were conducted. The key informants are leaders and group members of Bansiewnoi Woman Weaving Group, Muang District, Chaiyaphum Province. Questionnaires and semi-structured interviews were used as research tools. The results revealed that (1) a farmer who raises tilapia in Lampatow, most are of marital status, graduated from elementary school, aged 40-50 years old, whose main occupation is freelance, has an average monthly income of 5,001-8,000 baht, and has been experienced in silk weaving and silk protein skin lotion products for five years or more, and (2) Women's groups have distribution channels mainly through offline channels. The process of developing online marketing channels for natural silk protein lotion products includes forecasting future product demand trends, studying the behavior of target customer groups, considering product highlights, creating appropriate content, and selecting online channels. Bansiewnoi Woman Weaving Group places importance on communicating through online channels by using Shopee and Facebook page as online channels to communicate with target customers, using the store and page name, "Natural Silk Protein Lotion”.
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