Weber Business Management


February 2015, Vol. 1 (1), ISSN:2449-1686

© Author(s) 2015. This work is distributed under the Creative Commons Attribution 3.0 License.

Research Article

The Marketing Mix of Exhibition and Shopping Center for One Tambol One Product (OTOP) and Agricultural Products that Suitable for Tourists

Ratthananpong Pongwiritthon1* & Pakphum Pakvipas2

1*Department of Management,
Rajamangala University of Technology Lanna,
Thailand.
2Department of International Business Management,
Rajamangala University of Technology Lanna,
Thailand.

 

Accepted 4th February, 2015; Available Online 6th February, 2015.


Abstract:

This research aims to study on the marketing mix of exhibition and shopping Center for One Tambol One Product (OTOP) and agricultural products that suitable for tourists. Quantitative analysis was applied for this research and questionnaire was designed as research tools for collecting primary data. Population was 150 Thai tourists who travel in Chiang Mai, Lamphun and Lampang provinces. The results shown that majority of the tourists were male, age between 21-30 years old and hold bachelor degree. Most of them worked as government officer or government employee which earned between 9,001 - 18,000 baht per month. In addition majority of the respondents gave rate as highly needed to all marketing mix factors of exhibition and shopping center for One Tambol One Product (OTOP) and agricultural products which were as follows place and distribution channel factor, product factor, price factor and the promotion factor respectively. The results of coefficient evaluation on tourists' satisfactions on developing the design of exhibition and shopping center for One Tambol One Product (OTOP) and agricultural products based on Kano model also indicated that the exhibition and shopping center should have modern technology facility, having appropriate interior design that suit to the atmosphere of exhibition and shopping center, and signs and maps clearly shown the location of the shops in the exhibition and center. The result of the hypothesis testing found that there were no significant different between demographic information classified by gender, age, education, occupation and income of tourists towards average mean of level of need of marketing mix factors of exhibition and shopping center..

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