A study of the problems of mineral water woven fabrics as a guideline to promote storytelling for marketing communication of Lampang Province

Abstract

A research article on the condition of a mineral water woven fabrics in Lampang province is part of the research on storytelling to communicate the marketing of mineral water woven fabrics in Lampang Province. The researchers collected data from participant observation from observing and monitoring the behavior of members of Nammorn Design in Ban Sri Don Moon community, Chae Son Sub-district, Mueang Pan District, Lampang Province. In-depth interviews are collected using purposive sampling principles based on the characteristics of the contributor stipulated by the leader in Nammorn Design, Chae Son, the experts or academics in marketing communication, community development department, local government department, and consumers who purchased products from Nammorn Design, Chae Son. Total of 54 persons

The results showed that the condition of the mineral water woven fabrics in Lampang province that makes it unpopular in the wear of the fabric is not very popular, there are 8 reasons: 1) the fabric that has not yet been distinguished. 2) Less wear on normal days. 3) The difficulty of maintaining. 4) Nonstandard sewing and non-modern design. 5) The price is too high. 6) The production process takes too long. 7) Lack of good storytelling, which is at the heart of making mineral water woven fabrics more interested in consumers. The storytelling is divided into two parts: the storytelling of the production process and the storytelling of the technique of breaking the fabric or the history of the fabric. And 8) Lack of good marketing communication.