The Relationship and Impact of Sustainable Marketing Management on Marketing Success of the Organic Agriculture in Roi Kaen Sara Sin Provincial Cluster

Abstract

              The purposes of this research were: 1) to test the relationship between sustainable marketing management and marketing success, and 2) to test the impact of sustainable marketing management on marketing success. The samples were 156 farmers of organic farming in Roi Kaen Sara Sin provincial cluster who were certified for Thailand Organic by Department of Agriculture, Ministry of Agriculture and Cooperatives. The research instruments used in collecting data was a questionnaire. Data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The results found that 1) sustainable marketing management; customer response focus, environment change awareness, social-oriented product development related to marketing success, and 2) sustainable marketing management; customer response focus and environment change awareness had positive influence on marketing success of organic farming in Roi Kaen Sara Sin provincial cluster with statistically significant at the 0.05 level.

              The conclusion of this research findings could be applied by farmers of organic farming as to adapt elements of sustainable marketing management. Especially, giving importance to the commitment to develop and improve products to meet customer needs, always managing limited resources to achieve maximum benefit. Along with giving importance to changing the methods of working in agricultural fields that do not cause any real impact on the environment in the agricultural fields and the community, it will be able to create customer satisfaction, resulting in marketing success.