The development of an integrated marketing communication model to enhance the operational efficiency of entrepreneurs in the Nakha fabric market. Udon Thani Province.

Author(s) :

Mr.Vasuta Auyapitang
Udon thani Education Center, Suan Sunandha Rajabhat University, Udonthani, Thailand

Suphakarn Sophaporn
Udon thani Education Center, Suan Sunandha Rajabhat University, Udonthani, Thailand

Natiyaphon Tungkhasamit
Chatsiam Computer.ltd.partnership, Nongkhai,Thailand

Volume/Issue :

Abstract :

This research aims to achieve the following objectives: 1) To study the current situation and communication-related issues faced by entrepreneurs in the Nakha Fabric Market, Udon Thani Province. 2) To investigate the factors influencing the marketing communication practices of entrepreneurs in the Nakha Fabric Market, Udon Thani Province. 3) To develop an integrated marketing communication model for enhancing the efficiency of entrepreneurs in the Nakha Fabric Market, Udon Thani Province. 4) To test the application of the integrated marketing communication model among entrepreneurs in the Nakha Fabric Market, Udon Thani Province. The sample group for this study consists of 92 entrepreneurs from the Nakha Fabric Market, Udon Thani Province. The research tools utilized include questionnaires and focus group discussion techniques, with statistical analysis involving percentages, means, and standard deviations. The research findings are as follows: 1) The current marketing communication practices in the Nakha Fabric Market, Udon Thani Province, are prioritized with the most importance given to sales communication, particularly through sales personnel who exhibit good communication, politeness, empathy, and authenticity. This is followed by sales promotion activities such as promotional giveaways, advertising through vinyl signs, public relations support for various events, and direct marketing strategies through store channels such as social media pages or websites. Identified communication-related issues include difficulty in understanding the diverse needs of different customer segments, intense competition from rivals, and limited resources for marketing activities. 2) Factors influencing the marketing communication practices of entrepreneurs are the number of products available for sale within the store and the arrangement of products within the store. 3) The developed integrated marketing communication model includes elements such as store layout, personal selling, advertising, direct marketing, and sales promotion. 4) The experimental results of the communication model reveal that the most effective communication channels are personal selling, followed by advertising, sales promotion, product placement within the store, and direct marketing, in that order.

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