ขายตรง : อาชีพใหม่ของคนหาดใหญ่

Abstract

Direct Sales : A New Career for People in Hatyai

The direct sales business is now growing rapidly. It will also indicate the interesting aspect of the career. Especially for people who live in Hatyai, an important commercial city in the south of Thailand.

This research was conducted by using a questionnaire to collect data from 100 salespeople in Hatyai. This sample group was selected from 10 direct sales companies. The data were analyzed by using statistics: Frequency, Percentage, Mean, Standard Deviation and Cross tabulation.

Finding are (1) the factors that affect direct sales, such as 1) Gender; most salespeople are female but the most success are male. 2) Age; most salespeople are in the age-range of 23-45 years old but the most success are more than 35 years old. 3) Occupation; most salespeople are business employees but the most success are government employees who sell as a sideline and salespeople who sell as a main job. (2) Many people consider this job as a sideline. And they also benefit from buying low price direct sales products. (3) The key success factors of direct selling consist of the quality of the product, the reputation of the company or the brand and the friendliness of the salespeople. And so the key failure factors consist of the little understanding of the product, the low quality of the product and the lack of attention by the salespeople. (4) In the future, there will be more and more people trying to get into this business area because of satisfactory returns and the personal suitability at present.

The suggestion from this research is: there should be many supports for this job from the participation of the salespeople, direct sales companies, the government sections (e.g. The Office of the Consumer Protection Board) and the individual sections (e.g. the Thai Direct selling Association (TDSA) and the Southern Direct sales Business Club (SDB)).