Online Marketing Strategies Affecting the Marketing Success of The Local Cloth Business in The Northeast

Abstract

The purposes of this study were to : 1) study the online marketing strategies of the local cloth business in the northeast, 2) study the marketing success of the local cloth business in the northeast, 3) study the relationship of the online marketing strategies and the marketing success of the local cloth business in the northeast, and 4) study the online marketing strategies affecting the marketing success of the local cloth business in the northeast. The representative sampling was 382 cloth entrepreneurs in the northeast, research instrument was the questionnaire. The statistics used in analyzing data were percentage, mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The results revealed that the local cloth entrepreneurs who sell product online in the northeast had the overall opinion on the online marketing strategies at the high level. When considering in each aspect, the mean score could be ranked in the descending order as products, prices, and selling channels respectively. The entrepreneurs also had the overall opinion on the local cloth success in the northeast at the high level. When analyzing in each aspect, it found that they had higher profit from online selling, they had the satisfaction on online selling business, and they had more customers. Online marketing strategies in terms of products, promotion, and public relations had the significantly positive relationship with the marketing success on local cloth business in the northeast with statistical significance at the level of 0.01. Online marketing strategies affected the marketing success of the local cloth business in the northeast in terms of products, promotions with statistical significance at the level of 0.01, public relations affected the marketing success with statistical significance at the level of 0.05