แผนการตลาดสำหรับผ้าทอเกาะยอ จังหวัดสงขลา ของกลุ่มแม่บ้านเกษตรกรทอผ้าเกาะยอ / นภาพร พรอนุวงศ์ =Marketing plan for Koh Yo Hand-Woven Fabric of Agricultural Housewives Group in Koh Yo District, Songkhla / Napaporn Pornanuwong
The main objective of this independent study is to understand the marketing factors that influent the purchasing decision of Koh-Yo hand-woven fabric ,OTOP product in Songkhla, in order to make the Company’s marketing plan. The sampling group for this study is two hundred people who knew Koh-yo hand-woven fabric and live or work in Songkhla or the southern of Thailand chosen by a strategic random selection. The study finds that the reasons for the persons who like Thai woven fabric are proud of ancestor’s knowledge and admire in the beautiful and unique pattern of fabric. The reason for dissatisfy in Thai woven is too difficult to take care and not comfortable to wear every day. The main problem for Koh-Yo hand-woven fabric is distribution channel which not cover in many area. This consumer study leads to a product strategy focused on creating a brand “Dok rak” throughout the product differentiate, quality and service with good brand image and perception among consumers. Traditional distribution channel must be improved to an online channel to increase consumer satisfaction. Moreover, integrated marketing communication towards target consumer group will be employed under the main message “comfortably to wear everyday with less care” To ensure that the marketing plan will closely follow the marketing strategy outline, marketing indicators have been elected for monitoring purpose. A backup plan has been prepared for any uncertainly circumstance. Finally, a marketing plan should be tested before adopt in the real market and long-term marketing plan should be developed for the most completed marking plan in order to increase the sustainable growth rate.
