Development of Distributive Channels for Creating Competitive Advantage of Golden Apple Snails Business in Ban Nong Hai Community, Nong Hai Sub-district, Wapi Pathum District, Mahasarakham Province
Keywords:
Development of distributive channels, Golden apple snail business, Ban Nong Hai CommunityAbstract
The objectives of this research were 1) to analyze the current situation regarding the distribution channels of the golden apple oyster business in Ban Nong Hai Community, Nong Hai Sub-district, Wapi Pathum District; Maha Sarakham Province, 2) to find ways to develop distribution channels for golden apple oysters in Ban Nong Hai community, and 3) to study customer satisfaction toward the development of golden apple oyster distribution channels in Ban Nong Hai community. The research methodology was used to combine quantitative research and qualitative research. The quantitative research sample was 210 customers who bought golden apple snails. The instrument used for data collection was a questionnaire. Quantitative research was analyzed by descriptive statistics, including mean, standard deviation. And qualitative research using in-depth interviews. The sample is 1 golden apple oyster business owner and 3 marketing experts.
The results of the research were as follows: 1) The current situation regarding golden apple oyster distribution channels. It can be concluded that Ban Nong Hai community has golden apple oysters distributed only at the storefront. Making it available for sale only to people in the community and nearby communities as a result, businesses are competing among the community groups. 2) Guidelines for the development of golden apple snail distribution channels Ban Nong Hai community has planned to set distribution channels into 2 channels, which are social media, including Facebook page, YouTube and LINE official accounts to present information about golden cherry oysters. And offline channels by distributing the storefront. And 3) the results of the development of golden apple oyster distribution channels of Ban Nong Hai community found that customers were satisfied with the development of golden apple oyster distribution channels for a market advantage. Overall, it was at a high level (= 4.33, S.D. = 0.69), when considering each item in descending order of the first 3 ranks, namely online markets that were easily accessible (= 4.72, S.D. = 0.45), on the Facebook page, The book has complete product information (= 4.44, S.D. = 0.64) and products purchased online exactly as ordered (= 4.40, S.D. = 0.60) respectively.
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