Guidelines for Developing the Marketing Mix for Handicraft Products of the Pak Thok Community, Mueang District, Phitsanulok Province GUIDELINES FOR DEVELOPING THE MARKETING MIX FOR HANDICRAFT PRODUCTS OF THE PAK THOK COMMUNITY, MUEANG DISTRICT, PHITSANULOK PROVINCE

Abstract

This research aims to: 1) investigate the marketing mix factors that influence the purchasing decisions of handicraft products in the Pak Thok community, Mueang District, Phitsanulok Province, and 2) propose strategies for developing the marketing mix for handicraft products in the same community. This is a quantitative research study, with data collected from 400 questionnaires distributed to customers who purchased handicrafts in the community.

           The results suggest that in terms of product development, handicrafts should be modernized with enhanced or adjusted colors to appear more attractive and contemporary. There should also be a greater variety of products available, such as bags, keychains, and doormats. Regarding pricing, prices should be aligned with market mechanisms and reflect the quality of the products. Additionally, stores should be designed to be attractive and modern, allowing products to be easily found and arranged in a visually appealing manner. Most importantly, clear signage should be provided to guide visitors, facilitating convenient access for those wishing to visit or purchase products within the community.