FACTORS INFLUENCING THE PERFORMANCE OF SMALL BUSINESS ENTREPRENEURS AT RONG KLUEA MARKET, SA KAEO PROVINCE

Abstract

This research aims to: (1) examine the business performance of the sample group; (2) study the marketing mix factors of the sample group; (3) investigate the factors related to the Thai–Cambodian border trade policy; (4) compare the business performance of the sample group classified by personal factors; (5) analyze the relationship between marketing mix variables and the business performance of the sample group; and (6) analyze the relationship between the Thai–Cambodian border trade policy variables and the business performance of the sample group. The sample group consisted of 368 small-scale entrepreneurs in the Rong Kluea Market area, Sa Kaeo Province. Data were collected using questionnaires. The statistical tools used for data analysis included percentage, mean, standard deviation, t-test, one-way ANOVA, LSD test, and Pearson’s correlation coefficient, with a significance level set at .05.

          The results revealed that the overall business performance of the sample group was at a moderate level. The marketing mix factors were at a high level, while the Thai–Cambodian border trade policy factors were at a low level. Hypothesis testing showed that differences in age, monthly business income, type of business, and duration of business operation significantly affected business performance. However, gender and educational level did not lead to significant differences in business performance. The marketing mix variables were found to be positively and strongly correlated with business performance, whereas the Thai–Cambodian border trade policy variables were negatively and weakly correlated with business performance.