กลยุทธ์การตลาดผสมผสานของอุตสาหกรรมอาหารแช่แข็งไทยสำหรับการส่งออกไปยังตลาดประชาคมเศรษฐกิจอาเซียน The Marketing Mix Strategies of Thai Frozen Foods Industry for Exportation to ASEAN Economic Community Market
Keywords:
marketing mix strategies, ASEAN economic community, environmental factors, key exportation performance indicatorsAbstract
The purposes of this research were to find out the marketing mix strategies of Thai frozen foods industry for exportation to ASEAN Economic Community market. The research was a mixed method, including quantitative and qualitative studies. The population was 3,105 persons from 423 companies who are the members of Thai Frozen Foods Association and name list of frozen foods exporters from Department of International Trade Promotion, Ministry of Commerce. The sample obtained by stratified sampling, simple sampling, and quota sampling of 873 persons. The research instruments were interviewed and questionnaire had been tested by validity and reliability. Descriptive statistics and inferential statistics such as frequency, means, standard deviation, percentage, skewness and kurtosis, confirmation factors analysis, path analysis and structural equation modeling. The findings found that the factor construct of the marketing mix strategies of Thai frozen foods industry for exportation to ASEAN Economic Community market consisted of environmental factors and marketing mix strategies which those factors affected to the achievement of frozen foods industry in Thailand for sales growth, incremental income and incremental new customers. It also found that environmental factors have effected both directly and indirectly to key exportation performance indicators of Thai frozen foods industry for exportation to ASEAN Economic Community market via marketing mix strategies and the finding model fitted with empirical data.References
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