Marketing Development for Bottled Water Business of Small Entrepreneurs in Local Level

Abstract

Appropriate marketing activities can support developing the bottled water businesses of the local having good business growth opportunities. The research’s objective is to find the development model of the bottled water business market of small-scale entrepreneurs at the local. This research focuses on the study of content in bottled water marketing mix strategy, consumer satisfaction and marketing success. This research is a survey research with population studied as retail customers in Nakhon Chai Si District and Salaya Nakhon Pathom Province, 360 samples were analyzed by using structural equation statistics.

The research found that guidelines for developing the bottled water business market of small entrepreneurs at the appropriate local, including 1) marketing mix strategy has direct influence on marketing success and still has an indirect influence on marketing success by passing on customer satisfaction. 2) Customer satisfaction has a direct influence on marketing success. 3) Strategic factors with marketing mix have a direct influence on marketing success. The results of this research can be used as a guideline for marketing of bottled water to local entrepreneurs as well because this business has a growing demand for customers.