กลยุทธ์การตลาดออนไลน์สำหรับสินค้าเฟอร์นิเจอร์ไม้ของบริษัท แพร่ไม้ไทย จำกัด

Abstract

This study aimed to examine online marketing strategy for wooden furniture products of Phrae Mai Thai Company Limited. The methodologies being applied to this study were the quantitative research, of which data collection approach was done through questionnaires and the descriptive statistics were applied to analyze data, and the qualitative research, of which data collection approach was done through document-related analyze. Samples of this study were identified, according to the convenient sampling technique, to 385 customers who bought the wooden furniture products from the studied company. The findings showed that the company applied the Ansoff Matrix as its online marketing strategy, which was regarded as the strategy applicable for new product-new market. Results of the customer behavior analysis presented that in an overview, all engaged aspects were rated at high level. The following aspects: buying decision, product usage, repurchasing, and supporting were rated at high level, while the recognition aspect and the information search aspect were rated at moderate level. Results of the study on the concern of customers towards marketing mix factors that affected their buying decision presented that all factors, which were shown hereafter in descending order, were rated at high level: product, personalization, privacy, place, price, and promotion.