Competitive strategies for rental room business that meet the needs of Thai consumers in Mueang District, Phetchaburi Province

Abstract

This Article aimed to study (1) the level of competitive strategies in the rental business. 2) To compare opinions on competitive strategies of the rental business classified by personal information. 3) the behavior of Thai consumers who use rental services and its effect on the competitive strategies of the rental business. 4) the effect of the marketing mix on the competitive strategies of the rental business and 5) the competitive strategies of the rental business that meet the needs of Thai consumers. The research design was a mixed-method research using the competitive strategy theory, the marketing mix theory, and the consumer behavior theory as the research framework. The research area was Mueang District, Phetchaburi Province. The sample group was 384 Thai consumers who use rental services. The purposive selection method was used. The key informants were 15 Thai rental room operators and consumers who use rental services. The purposive selection method was used. There were two types of research instruments: 1) questionnaires and 2) in-depth interviews. Data were analyzed using statistics, percentages, frequency distributions, means, standard deviations, one-way variance, chi-square, and multiple regression. Qualitative research used content analysis and descriptive writing.. The research results were found as follows;

1. The overall competition strategy of the rental business is at the highest level.
2. Thai consumers with different genders, ages, occupations, education levels, and average monthly incomes have similar opinions on the competition strategy of the rental business.
3. The behavior of Thai consumers who use rental services, including types of residences, number of tenants, rental duration, and rental purposes, do not affect the competition strategy of the rental business.
4. The marketing mix, including distribution channels, processes, and physical environment, has a statistically significant effect on the competition strategy of the rental business at a level of 0.05.
5. The competition strategy of the rental business found that the strategy of creating differentiation, the strategy of cost leadership, and the strategy of targeting specific groups are strategies that can be used to create competitiveness. However, they must be adjusted to be consistent with different target customer groups.

Knowledge/Discoveries from this research: Competitive strategies for the rental business that meet consumer needs should apply the marketing mix, including distribution channels, processes, and physical environment, to be used as guidelines for developing competitive strategies for the rental business that can be used to create competitiveness. However, they must be adjusted to be consistent with different target customer groups.