Marketing Competency Development Guidance for Rural Women Entrepreneurs : A Case Study of Small Enterprises in Knitted & Embroidered Cotton Product

Abstract

    The purpose of this research was to present guidance to develop women entrepreneurs’ marketing competency of knitted & embroidery cotton product small enterprises in Sankhamphang community of Chiang Mai province.    The research covered women entrepreneurs’ information; personal information, types of enterprises, motivation factors in starting up business, production and marketing operation. The research also covered personal information, attitude and behavior of customers toward knitted and embroidery cotton products.    In collecting data of women entrepreneurs, the author used a structured questionnaire as a research tool in interviewing the representatives of both small enterprises in the community.     In collecting data of customers, the samples were 400 customers who have bought knitted and embroidery cotton products. Quota sampling was used in regard to main location of customers; Chiang Mai 200 samples and Bangkok 200 samples. The self administered questionnaire was used as a research tool. The data was analyzed using several statistical techniques including frequency, percentage, t-test, Ftest and Chi-Square test by using SPSS.Keywords : Marketing Competency, Women Entrepreneurs, Small Enterprises, Knitted & Embroidery Cotton Product