INTEGRATED MARKETING COMMUNICATION FOR CREATING PERCEIVED VALUE OF THE UTTAYAN ACHEEP CHAIPATTANA AT NAKORN PATHOM PROVINCE

Abstract

This research had the purposes for 1) studying the level of the integrated marketing communication in order to create the perceived value of the Uttayan Acheep Chaipattana at Nakon Pathom province, 2) studying the integrated marketing communication affecting to the perceived value of the Uttayan Acheep Chaipattana at Nakon Pathom province, 3) studying the guidance of the integrated marketing communication in order to encourage the perceived value of the Uttayan Acheep Chaipattana at Nakon Pathom province. The methods of this research were divided into 2 parts which were the quantitative research whose populations were people in Nakon Pathom province; 290 samples were from determining the sample size by using the ready to use program which was G*Power, stratified sampling, and simply random sampling; and the qualitative research. Tools which were used in this research were the questionnaire and the interview. The statistics which were used for the analysis were average, percentage, mean and standard deviation, Pearson coefficient of correlation analysis, Enter multiple regression analysis.

The results found that the level of the integrated marketing communication affecting to the perceived value of the Uttayan Acheep Chaipattana at Nakon Pathom province was the moderate level; the integrated marketing communication having the highest level was the purchase as person by person, and the next level was the publication and the activity; the level of the perceived value of the Uttayan Acheep Chaipattana at Nakon Pathom province was high. The perceived value of the Uttayan Acheep Chaipattana at Nakon Pathom province having the highest level was the qualitative perception and the next level was the related brand logo, the brand logo recognition, other properties of brand logo, and the brand loyalty respectively. The guidance of the integrated marketing communication in order to encourage the perceived value of the Uttayan Acheep Chaipattana at Nakon Pathom province found that the integrated marketing communication composed with 6 ways which were 1) to be ready for the Uttayan Acheep Chaipattana at Nakon Pathom province to make networks for publicizing to people in Nakorn Pathom and surrounding provinces to perceive more the value of the Uttayan Acheep Chaipattana at Nakon Pathom province; 2) To publicize the important purposes of the Uttayan Acheep Chaipattana at Nakon Pathom province for people to understand and approach more easily; 3) to encourage the commerce for the short term in order to encourage people to perceive the value and to understand the products/ the service; 4) to encourage employees to sell by developing them in order to be effective for the service and to have the knowledge of the Uttayan Acheep Chaipattana at Nakon Pathom province; 5) to encourage the Uttayan Acheep Chaipattana to have the direct marketing in order to transfer the information to people who were interested in the perceived value of the Uttayan Acheep Chaipattana at Nakon Pathom province; 6) to organize the appropriate and interesting activity for general people.