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Guidelines for Developing Marketing Strategies to Create Awareness of the Value of Food Science in Trang Province According to the Concept of Creative Economy

Year: 2024

Type: article

Abstract: Research on the Development of Marketing Strategy Guidelines to Create Awareness of Food Science Value in Trang Province Based on the Creative Economy Concept. The objectives of this research are1. To study the behavior related to the awareness of food science value in Trang Province.2. To investigate factors influencing the awareness of food science value in Trang Province. This research employs quantitative methods by using questionnaires to collect data from consumers in Trang Province. Since the total population is unknown, a sample size of 385 respondents was used. The research utilizes inferential statistical analysis, including: Independent Samples t-test, One-Way Analysis of Variance (ANOVA), Correlation Analysis, Stepwise Multiple Regression Analysis.  Research Results: The factors contributing to the development of marketing strategies to enhance awareness of food science value in Trang Province, based on the creative economy concept (Y1), include Price (X2) with a P-value of 0.001, which is less than 0.05 (0.000 < 0.05). Distribution (X3) with a P-value of 0.001, which is also less than 0.05 (0.000 < 0.05). The multiple regression equation can be expressed as: Y = 181.516 + 1.344(X2) + 2.312(X3)

Source: International Journal of Innovative Science and Research Technology (IJISRT)

DOI: 10.38124/ijisrt/ijisrt24oct1829

Authors: Sitthiporn Porahong, Kitti Rungsubjaroen, Chaiyavit Phichitniwet, Natdanai Pilasjit

Institution: Bangkokthonburi University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

OpenAlex ID: W4404485604