Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in Thailand
This study addresses the marketing needs of agricultural product shops located at academic institutions in Bangkok, Thailand. The aim was to develop an effective marketing strategy that caters to the diverse consumer groups visiting the farm shop. Data were collected through a structured questionnai...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Agricultural Extension Society of Nigeria
2024-04-01
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| Series: | Journal of Agricultural Extension |
| Subjects: | |
| Online Access: | https://journal.aesonnigeria.org/index.php/jae/article/view/3991 |
| _version_ | 1797208250321469440 |
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| author | Jeeranun Khermkhan Rangsima Pimthong Suneeporn Suwanmaneepong Harry Jay Cavite |
| author_facet | Jeeranun Khermkhan Rangsima Pimthong Suneeporn Suwanmaneepong Harry Jay Cavite |
| author_sort | Jeeranun Khermkhan |
| collection | DOAJ |
| description | This study addresses the marketing needs of agricultural product shops located at academic institutions in Bangkok, Thailand. The aim was to develop an effective marketing strategy that caters to the diverse consumer groups visiting the farm shop. Data were collected through a structured questionnaire from 400 consumers, including students, faculty members, staff, and outsiders. In-depth interviews and focus group discussions were conducted with store stakeholders to analyze the findings. The study revealed distinct consumer preferences for agricultural products among different groups: staff and professors favor safe products in the evening, students prioritize affordable and ready-to-eat options, and outsiders show similarities with staff and professors but prefer online purchases. The marketing mix factors influencing consumer decisions include product taste, suitable prices, and online publicity. The SWOT analysis highlights strengths in the institute's reputation, weaknesses in management and limited product variety, opportunities in the health-conscious market, and threats from COVID-19. The recommended marketing strategy involves expanding the product range, enhancing online presence, improving product quality, and implementing a delivery system during the pandemic.
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| first_indexed | 2024-04-24T09:35:49Z |
| format | Article |
| id | doaj.art-d353840b329243c2b2478ee0024bced3 |
| institution | Directory Open Access Journal |
| issn | 1119-944X 2408-6851 |
| language | English |
| last_indexed | 2024-04-24T09:35:49Z |
| publishDate | 2024-04-01 |
| publisher | Agricultural Extension Society of Nigeria |
| record_format | Article |
| series | Journal of Agricultural Extension |
| spelling | doaj.art-d353840b329243c2b2478ee0024bced32024-04-15T09:22:06ZengAgricultural Extension Society of NigeriaJournal of Agricultural Extension1119-944X2408-68512024-04-01282Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in ThailandJeeranun Khermkhan0Rangsima PimthongSuneeporn SuwanmaneepongHarry Jay Cavite1King Mongkut's Institute of Technology LadkrabangSasin School of ManagementThis study addresses the marketing needs of agricultural product shops located at academic institutions in Bangkok, Thailand. The aim was to develop an effective marketing strategy that caters to the diverse consumer groups visiting the farm shop. Data were collected through a structured questionnaire from 400 consumers, including students, faculty members, staff, and outsiders. In-depth interviews and focus group discussions were conducted with store stakeholders to analyze the findings. The study revealed distinct consumer preferences for agricultural products among different groups: staff and professors favor safe products in the evening, students prioritize affordable and ready-to-eat options, and outsiders show similarities with staff and professors but prefer online purchases. The marketing mix factors influencing consumer decisions include product taste, suitable prices, and online publicity. The SWOT analysis highlights strengths in the institute's reputation, weaknesses in management and limited product variety, opportunities in the health-conscious market, and threats from COVID-19. The recommended marketing strategy involves expanding the product range, enhancing online presence, improving product quality, and implementing a delivery system during the pandemic. https://journal.aesonnigeria.org/index.php/jae/article/view/3991marketing strategySWOT analysismarketing mix factorsagricultural shops |
| spellingShingle | Jeeranun Khermkhan Rangsima Pimthong Suneeporn Suwanmaneepong Harry Jay Cavite Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in Thailand Journal of Agricultural Extension marketing strategy SWOT analysis marketing mix factors agricultural shops |
| title | Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in Thailand |
| title_full | Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in Thailand |
| title_fullStr | Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in Thailand |
| title_full_unstemmed | Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in Thailand |
| title_short | Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in Thailand |
| title_sort | enhancing marketing strategy for agri shops in academic institutions in thailand |
| topic | marketing strategy SWOT analysis marketing mix factors agricultural shops |
| url | https://journal.aesonnigeria.org/index.php/jae/article/view/3991 |
| work_keys_str_mv | AT jeeranunkhermkhan enhancingmarketingstrategyforagrishopsinacademicinstitutionsinthailand AT rangsimapimthong enhancingmarketingstrategyforagrishopsinacademicinstitutionsinthailand AT suneepornsuwanmaneepong enhancingmarketingstrategyforagrishopsinacademicinstitutionsinthailand AT harryjaycavite enhancingmarketingstrategyforagrishopsinacademicinstitutionsinthailand |