Strategic Marketing Adjustments for Attracting New Customers and Retaining Existing Ones Amidst Market Share Decline in the Plastic Sack Packaging Industry: A Case Study of VAVA Pack Co., Ltd.

Abstract

The objectives of this research were threefold: 1) to investigate the factors influencing purchase intention for plastic woven bag packaging; 2) to analyze the marketing strategies thereof; and 3) to examine marketing approaches for customer retention and acquisition, utilizing Vava Pack Co., Ltd. as a case study. This research employed a mixed-methodology. The quantitative component involved distributing questionnaires to a sample of 400 customers of Vava Pack Co., Ltd. who utilize the company's plastic woven bag packaging. The qualitative component consisted of in-depth interviews with 10 customers and 10 representatives from the company's management and staff. Statistical methods included descriptive statistics (percentage, mean, standard deviation) and inferential statistics (multiple regression analysis), while qualitative data were subjected to content analysis.
The findings indicate the following: 1) The Perceived alignment with SDG targets, relationship marketing, and the marketing mix (7Ps) were all found to be significant predictors of purchase intention (p<.05). Collectively, these variables accounted for 34.00% of the variance in purchase intention (R2 =.340). 2) It is recommended that Vava Pack Co., Ltd. leverage its strengths in superior quality and production standards as a cornerstone to establish leadership in sustainable packaging. This can be achieved through the accelerated development of eco-friendly products, such as those incorporating recycled materials, and by repositioning its marketing communications to emphasize sustainability in tandem with its established product quality. 3) For customer retention, the company should transition from a supplier role to that of a strategic business partner, offering consultancy on emerging environmental regulations while reinforcing the inherent sustainability value of its highly durable products. For customer acquisition, sustainability should be employed as a key market differentiator. This entails launching a dedicated 'ECO' product line featuring verified recycled content, substantiating corporate credibility via international environmental certifications, and upskilling the sales force to effectively articulate an enhanced value proposition that integrates environmental.