กลยุทธ์การตลาดออนไลน์ของบริษัท นพดลพานิช จำกัด (สำนักงานใหญ่)

Abstract

This study aimed to examine the online marketing strategy of Nopadol Panich Company Limited (Head Office). In this study, the convenience sampling technique was applied to select 225 consumers as the samples and the questionnaire was used as the tool to collect data. The obtained data were analyzed by descriptive statistics. T-test (dependent sample test) was also applied to compare the difference between the level of opinion and level of importance that these samples had towards the online marketing strategy of the studied company. The findings demonstrated that in approaches of Aware and Ask, their opinions were rated at a moderate level; while in other aspects, their opinions were rated at a high level. Results of a comparative study between the level of opinion and the level of importance which was conducted to find a way to improve the marketing strategy of the studied company showed that statistically significant differences were found in almost all approaches; except Appeal. Thus, all online marketing strategy approaches of the studied company must be improved to comply with the needs and concerns of its consumers.