INTEGRATED MARKETING COMMUNICATION GUIDELINES FOR ENTREPRENEURS IN THA SADET MARKET, MUEANG DISTRICT, NONG KHAI PROVINCE

Abstract

This research aimed to: 1) examine the current state of marketing communication among entrepreneurs in Tha Sadet Market, 2) analyze factors influencing their marketing communication, and 3) develop appropriate integrated marketing communication (IMC) strategies for the entrepreneurs. The study utilized a mixed methods research approach. Data were collected through in-depth interviews and observations from 30 entrepreneurs in the market and questionnaires from 200 consumers. The findings revealed that: 1) the most commonly used marketing communication method was word-of-mouth (85%), followed by social media (60%) and advertising signs (40%). A major challenge identified was the lack of digital technology knowledge. 2) The most influential factor in marketing communication was understanding customer behavior (x̄ = 4.35, SD = 0.78, r = 0.75), followed by access to technology (x̄ = 4.21, SD = 0.87, r = 0.72). 3) The proposed IMC strategies include: (1) fully utilizing digital media by promoting the use of Facebook, Instagram, and Line Official Account along with content marketing focused on storytelling about local products; (2) integrating offline and online channels through QR codes on leaflets and advertisements to connect customers to online platforms; and (3) building a distinctive brand identity for Tha Sadet Market by developing a unique logo or tagline that highlights the market’s strengths and organizing promotional activities.