Development of a Marketing Communication Model for the Candied Tamarind Community Enterprise in Phitsanulok Province

Abstract

The objectives of this research were to create and develop an appropriate marketing communication model to enhance the operational efficiency of the Makham Kaeo (candied tamarind) business in Ban Paknam Poy, Wang Nok Aen Subdistrict, Wang Thong District, Phitsanulok Province. The developed Makham Kaeo products were utilized to formulate a four-step marketing communication model, consisting of: (1)constructing the marketing communication model,
(2) conducting focus group discussions and reviewing and critiquing the model, (3) implementing and evaluating the model, and (4) concluding the research findings.

The sample group consisted of consumers who purchased products during the marketing communication activities. The sample size was determined at 400 participants using accidental sampling. However, a total of 369 completed questionnaires were successfully collected and used for data analysis, representing 92.25% of the target sample size. The statistical methods used for data analysis included mean, standard deviation, and Multiple Regression Analysis.

The study revealed that the most appropriate marketing communication model comprised advertising, public relations, sales promotion, personal selling, and direct marketing. The respondents’ opinions toward marketing communication were at a high level in all aspects: advertising ( = 4.30), public relations ( = 4.40), sales promotion ( = 4.45), personal selling ( = 4.36), and direct marketing ( = 4.38).

Regarding the purchase decision, most respondents decided to buy Makham Kaeo because they had previously purchased it or were recommended by others, and found tamarind-based processed products appealing, resulting in easier purchase decisions ( = 4.50).

Based on the hypothesis testing results, it was found that the purchasing decision of candied tamarind was positively correlated both overall and across specific dimensions, including advertising, public relations, sales promotion, and direct marketing, at a statistically significant level of .05. Among these dimensions, advertising was identified as the most influential factor.