INTEGRATED MARKET COMMUNICATION FACTORS ON THE PERFORMANCE OF ONE SUB-DISTRICT, ONE PRODUCT ESTABLISHMENT IN THAILAND: THE CASE STUDY OF NAKHON PATHOM

ABSTRACT

This research aims 1) to study the performance of one sub-district, one product establishment in Thailand, Case Study of Nakhon Pathom 2) to study demographic factors affecting the performance of one sub-district, one product in Thailand, Case study of Nakhon Pathom province and 3) to study integrated market communication factors on the performance of one establishment in one sub-district, one product in Thailand. The samples used in the research were SMEs, OTOP manufacturers, Nakhon Pathom province, 27 single manufacturers and cooperatives using multi-stage sampling methods. The analytical properties include frequency, percentage, average, standard deviation, and multiple regression analysis. For the results of the multi-regression analysis, it was found that integrated marketing communication factors influenced the performance of one subdivision, one product establishment. Nakhon Pathom province, including sales promotion, advertising, public relations, personal selling, direct marketing, and sponsorship, affect the performance of one establishment in one subdivision, Nakhon Pathom province, statistically significantly at 0.05, sig value is 0.000, which is less than 0.05 with a beta value of 0.451.