กลยุทธ์การสื่อสารการตลาดหนังสือนวนิยายไทยของสำนักพิมพ์ และการตัดสินใจซื้อของผู้บริโภค

Abstract

The objectives of this research were: 1) to find out marketing communication strategies and tactics used by two publishers 2) to compare the similarities and differences of the marketing communications strategies and tactics between the large Thai novel publisher and the small one 3) To find out the factors of marketing communications which had influences on the consumers’ buying decisions. To gather the information, in–depth interviews were initially conducted with three key persons who was responsible for the publisher marketing communication strategies from Sataporn book publishing and Daisy publishing. Then, questionnaire were used to collect data from 400 males and females, aged 12 years old and over who had purchased the novel from both of publisher.

The findings of qualitative research showed that Sataporn book focused on brand building  strategies and Daisy publishing focused on being accessible to a large number of consumers through the channels that most attract consumers’ attentions. Although there were different purposes, they have chosen to use the same core marketing communications strategies, which were public relations, event marketing and online communication than other tools.

The finding showed that: 1) The exposure on publisher marketing communications was positive significant. It correlated with the attitude toward publisher marketing communications and in moderate level correlation coefficients. However, it correlated with consumers’ buying decision in low level when. 2) Most of consumers have positive attitudes towards publisher's marketing communications in high level and were happy with sale promotion most 3) The marketing communications factors in pricing, distribution and the promotion are the most effective to the consumers’ buying decisions. 4) Attitudes toward publisher’s marketing communications were positive significant and correlated with the consumers’ buying decision in high level. And 5) Consumers’ exposure and attitude toward publisher’s marketing communications of two publishers were statistically significant and correlated with the consumers’ buying decision.