วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal

BUSINESS PRESSURE THAT AFFECTS THE COMPETITIVE ADVANTAGE OF RETAIL STORE ENTREPRENEUR IN MUEANG DISTRICT, LAMPANG PROVINCE

Daoduean Inteacha, Thanatcha Khumsri — Wed, 22 May 2024 00:00:00 +0000

This research has the objective to study the study business pressures, study competitive advantage and study business pressures that affects the competitive advantage of retail store entrepreneur in Mueang district, Lampang province. It is quantitative research. The sample group consisted of 187 retail store operators in Mueang district, Lampang province. Purposive random sampling was used. The tool used is a questionnaire. Data were analyzed used descriptive statistics used percentages, means, and standard deviations and used inferential statistics by analyzing multiple regression equations.

Results of the study of business pressures is at a high level. The aspect with the highest average value is the bargaining power of buyers, followed by the entry of new competitors. The bargaining power of buyers sell substitute products and competitors in the same industry. As for the competitive advantage of entrepreneurs it is at a high level. The aspect with the highest average is focusing on a specific market, followed by cost leadership and differentiation. Analysis of the Pearson correlation value found that five forces model that affect the competitive advantage of entrepreneurs: include the entry of new competitors, competitors in the same industry, bargaining power of buyers, substitute products, and bargaining power of sellers. It has a relationship statistically significant at the 0.05 level. Multiple regression analysis found that in terms of substitute products and bargaining power of sellers affects the competitive advantage of retail store entrepreneur. As for the entry of new competitors, competitors in the same industry and bargaining power of buyers it has no influence on the competitive advantage of retail store operators in Mueang district, Lampang province.

MARKETING MIX FACTORS AND PSYCHOLOICAL FACTORS AFFECTING CUSTOMERS’ PURCHASING DECISION OF VITAMIN WATER IN CONVENIENCE STORE, CHACHOENGSAO PROVINCE

Kornkanok Janprapad, Yaowapa Pathomsirikul, Bundith Rattanatai — Wed, 22 May 2024 00:00:00 +0000

The objectives of this research were to study personal factors and purchasing behavior of vitamin water in convenience stores in Chachoengsao province, as well as to investigate marketing mix factors and psychological factors affecting the decision to purchase vitamin water in convenience stores in Chachoengsao province. This study employed a quantitative research methodology. The sample consisted of customers who had purchased vitamin water in convenience stores in Chachoengsao province in June 2023 and were aged 20 and above, totaling 400 people. Stratified random sampling and systematic sampling methods were used to collect data through questionnaires. Descriptive statistics and logistic regression analysis were used for hypothesis testing. The study found that 1) the majority of the sample were females aged 20 - 30 with a bachelor's degree, employed in private companies with an average monthly income of 10,001 - 20,000 THB. The most purchased vitamin water was Vitaday Vitamin Water, chosen for its properties. The amount spent per purchase ranged from 10 - 20 THB, and the purchase times were between 06:01 and 12:00. Most purchases were made at 7-Eleven convenience stores, paid for in cash, with self-purchasing decisions, and information received through Facebook. 2) Marketing mix factors significantly influenced the decision to purchase vitamin water in convenience stores at a 0.05 significance level. 3) Psychological factors significantly influenced the decision to purchase vitamin water in convenience stores at a 0.05 significance level.

DEVELOPMENT OF DIGITAL MARKETING CHANNEL OF KAOSAEN COMMUNITY ENTERPRISE, BANG PLA, BANG PHLI DISTRICT, SAMUT PRAKAN PROVINCE

Benrisa Tancharoen — Wed, 22 May 2024 00:00:00 +0000

This research aims to study the conditions and problems of digital marketing channels. The need for community product content marketing and development of community product content marketing tools on Facebook fan pages that affect the decision to purchase community products. As well as satisfaction assessment of tourists to the Kao Saen garden farmer housewife community enterprise group, Bang Pla subdistrict, Bang Phli district, Samut Prakan province. It is a mixed method research (Mixed Methods Research).The area in this study is the Kao Saen garden farmer housewife community enterprise group and areas according to tourist attractions in Samut Prakan province.

Qualitative study results found that Kao saen garden housewife and farmers community enterprise group, Bang Pla subdistrict, Bang Phli district, Samut Prakan province. It has the advantage of being a product made from natural raw materials. Does not destroy the environment weaknesses include a lack of skills in using digital media to develop sales potential. Regarding the need for community product content marketing and developing community product content marketing tools on Facebook fan pages that affect the decision to purchase community products, it was found that there is a need for the development of digital sales channels. Content development and advertising

In this regard, in the part of developing content marketing tools for community products on the Facebook fan page of the community enterprise group of suan Kao Saen farmers housewife, Bang Pla subdistrict, Bang Phli district, Samut Prakan province, found that there has been development. Content marketing of community products on Facebook fan page that affect the decision to buy community products including using illustrations to create content and making a difference to the product by applying and modifying fabric into other types of products. Expanding the area for providing information about products by using Gen C people to help present products. Using hashtags (Hashtag) creating content to create an identity for the product. By highlighting the highlight of being a tie-pattern fabric dyed with natural colors. Provides long-lasting color and the group added uniqueness to the tie-dye fabric by using Bodhi Thale leaf patterns. Which is the provincial tree of Samut Prakan, printed with patterns and presenting content as an activity with community participation. It will be content that invites the target group to show certain behaviors, such as news perception. Product purchasing decisions, etc.

For the quantitative results of the study, it was found that tourists' satisfaction with the Kao Saen farmer housewife community enterprise group, Bang Pla subdistrict, Bang Phli district, Samut Prakan province. The results of the study found that satisfaction at the highest level and there was a decision to buy the products of the Kao Saen garden farmer housewives community enterprise group at the highest level when the Facebook fan page of the Kao Saen farmer housewife community enterprise group was opened.

OPINION OF THAI TOURISTS TOWARD AT TALAD NOI COMMUNITY BANGKOK IN THE ENVIRONMENTAL DIMENSION AND INSTILLING AWARENESS OF ENVIRONMENTAL

Monsira Jaroonsit, Montakan Chubchuwong — Wed, 22 May 2024 00:00:00 +0000

This research objectives such as 1) Study the opinions of Thai tourists regarding the quality and cleanliness of the environmental of the Talat Noi community. 2) Study the opinions of Thai tourists regarding the campaign to promote awareness of environmental conservation in Talat Noi community. This research is quantitative research. The population used in this research there were 404 Thai tourists aged 18 years and over. The tool of research was a questionnaire. The results of the research found the most of the respondents are female, aged 18-30 years old, occupation company employee’s worker, single status, education is at the bachelor's level. Tourist has average income of 15,000-30,000 bath per month and stay in Bangkok and surrounding areas. The research results on the level of opinions of Thai tourists regarding the environment at Talat Noi community found that Restaurants in the community. The footpaths in the community and the overall community are very clean. But in terms of waste management managing trash regulations Garbage separation and cleanliness along walls and the smell from waste is still at a moderate level. Tourists' opinions regarding the campaign to promote awareness of environmental conservation in the community, it was found that the campaign was at a high level. In particular, the campaign for using energy-saving vehicles still at a moderate level. Researcher would like to suggestions for Campaign to promote awareness of environmental conservation at Talat Noi communities such as hotels and accommodations in Talad Noi community should be promote an environmental conservation and clean. The community also organize campaign activities to maintain clean and become a green tourist destination. The results of the research will be causing the environmental quality of the Talat Noi community to be improve and tourists to be more conscious of environmental conservation.

IMPACTS AND ADAPTATION FROM THE MERGER BETWEEN BANGCHAK CORPORATION PUBLIC COMPANY LIMITED AND ESSO (THAILAND) PUBLIC COMPANY LIMITED. A CASE STUDY OF BANGCHAK AND ESSO GAS STATION ENTREPRENEUR IN NAKHON SI THAMMARAT, SONGKHLA, AND PHATTHALUNG PROVINCES

Rittirong Chaunypong, Chetsada Noknoi — Wed, 22 May 2024 00:00:00 +0000

This research aims to 1) Study the business impacts of Bangchak and ESSO gas station operators from the merger between Bangchak Corporation Public Company Limited and ESSO (Thailand) Public Company Limited and 2) Study methods for adjustments from business impacts on Bangchak and ESSO gas stations from the merger between Bangchak Corporation Public Company Limited and ESSO (Thailand) Public Company Limited. The key informants are the operators of Bangchak and ESSO gas stations located in Nakhon Si Thammarat, Songkhla, and Phatthalung provinces and less than 20 kilometers apart. There are a total of 16 key informants. The research instrument is a semi-interview structure. Data analysis used thematic methods and triangulated data. The results of the data analysis found that Bangchak gas station operators were not affected by the merger but operators of ESSO gas stations have been affected, especially as customers do not have confidence in the efficiency of the fuel. The adjustment of Bangchak operators will focus on giving importance to better service. As for ESSO operators, they use methods to reduce costs, create employees with potential, use of promotions, pay attention to better service, and improve the landscape to make it more usable

THE FACTORS INFLUENCING GENERATION Z CONSUMERS' INTENTION TO PURCHASE PRODUCTS THROUGH VIEWING IN-FEED ADS VIA THE TIKTOK APP

Wed, 22 May 2024 00:00:00 +0000

This research has analyzed current behavior of consumers who watch videos through the TikTok application. It aims to explore In-Feed Ads, a novel form of advertising, that influences consumer behavior in a digital era. This research aims to study factors related to informativeness, entertainment, irritation, credibility, and personalization influencing the intention to purchase products through In-Feed Ads on the TikTok app among Generation Z consumers. The study involved 400 samples aged 18-26 who have experienced watching In-Feed Ads on TikTok. Data was collected through online questionnaires and analyzed using multiple linear regression and path analysis. The findings reveal that factors such as entertainment, credibility, personalization, and attitude towards brands influence purchase intentions, while factors related to informativeness, and irritation do not significantly affect purchasing intentions. The study also examines the direct and indirect impacts of intervening variables and concludes that factors related to informativeness, entertainment, credibility, and personalization influence purchase intentions, whereas irritation do not. This research provides valuable insights for businesses to develop and plan advertising strategies tailored to consumer needs and preferences, thereby enhancing consumer engagement and satisfaction. This study is beneficial for businesses that are choosing to use In-Feed Ads through social media applications. Entrepreneurs can apply the research result to develop advertising plans to effectively reach a target market, ranging from selecting interesting content, scheduling launch time, and displaying contents that suit audiences. This allows businesses to increase their competitive advantage in the digital business realm.

MOTIVATION OF CHINESE STUDENTS CHOOSING TO STUDY IN THAILAND UNIVERSITY

Tanomsak Srichantra, Natthapat Noisawad — Mon, 27 May 2024 00:00:00 +0000

The purpose of this research is to study and compare the motivation of Chinese students who choose to study in Thailand, conducted by descriptive research. The sample group consisted of 100 chinese undergraduate students at public universities and autonomous universities in various areas in Thailand using purposive sampling. Research tools was a questionnaire to measure the motivation in 4 areas: academic, financial, space and atmosphere and other environmental. Data were analyzed by finding frequency, percentage, mean, standard deviation and T-test. The results found that the overall motivation, other environmental motivations, atmosphere motivation and academic motivation of Chinese students who choose to study in Thailand was at the highest level and financial motivation was at the high level. It also was found that Chinese students with different personal factors included sex, age, field of study and monthly income had no statistically significant differences in their overall motivations for choosing to study in Thailand. Recommendation: Higher education institutions should establish clearer policies regarding support for international students. In particular, autonomous universities should set up policies and guidelines to create more incentives for further education for Chinese students in order to generate income for university.