Marketing Competition Strategies of Community Markets in Khon Kaen Province

Abstract

         This research aimed to 1) study the status of the market competition strategies of community markets in Khon Kaen Province, 2) study the factors influencing the market competition strategies of community markets in Khon Kaen Province, and 3) study the guidelines for developing the market competition strategies of community markets in Khon Kaen Province. This research was conducted in both quantitative and qualitative ways using questionnaires and interviews with samples and key informants. The population used in this research was 400 people. The target group of interviewees was 10 people. The statistics used were frequency distribution and percentage of respondents. The analysis was presented in tables using mean and standard deviation statistics. Multiple regression analysis was performed using the hierarchical variable selection method.

           The research results found that: 1) the general condition of the management and marketing competition strategies of Tha Sadet Market, Nong Khai Province (overall aspects) were mostly considered to have moderate participation. Considering each aspect, it was found that environmental management, safety, and marketing promotion were in order. 2) Factors that influenced the marketing competition strategies of community markets in Khon Kaen Province were in the overall level in all aspects. Considering each aspect, they were as follows: the role of the provincial public health office, followed by the role of community leaders, the role of the provincial public relations office, the role of the people, the role of the local government, the role of the provincial industrial council, the role of the provincial commercial office, and the role of the network, respectively. 3) It is necessary to create safety for customers at all levels to feel secure, create guidelines for customers at all levels to feel safe in receiving services, have a system of channels for complaints about safety, and clearly demonstrate safety, etc.