Marketing Competitive Strategy Management of Kra-jood Case study Supanimit Cha-uat Women's Agricultural Cooperative
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Abstract
This research gathered information from consumers who purchased Kra-jood basketry products from the Women's Agricultural Cooperative Group, Supanimit Cha-uat Development. The population size remains unclear, so Cochran's formula for calculating the population and sample was used by a convenience sampling method of 385 people, and a questionnaire was used for Face-to-face interactions across the country to collect data. The data were analyzed using descriptive statistics and confirmatory factor analysis with LISEL program. The study's results found that the differentiation strategy was at a high significance level ( = 3.92) and showed that the differentiation strategy's components directly influenced purchasing decisions, which is consistent with empirical data. The value c2/df is equal to 3.365, GFI is equal to 0.998, AGFI is equal to 0.918, CFI is equal to 0.998, and RMSEA is equal to 0.048. Suggestions include: The group should focus on and develop strategies for differentiation in each area by creating distinctive product identities, maintaining product standards, and adjusting according to customer needs.
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