Enhancing Marketing Strategy for Agri-Shops in Academic Institutions in Thailand

Abstract

This study addresses the marketing needs of agricultural product shops located at academic institutions in Bangkok, Thailand. The aim was to develop an effective marketing strategy that caters to the diverse consumer groups visiting the farm shop. Data were collected through a structured questionnaire from 400 consumers, including students, faculty members, staff, and outsiders. In-depth interviews and focus group discussions were conducted with store stakeholders to analyze the findings. The study revealed distinct consumer preferences for agricultural products among different groups: staff and professors favor safe products in the evening, students prioritize affordable and ready-to-eat options, and outsiders show similarities with staff and professors but prefer online purchases. The marketing mix factors influencing consumer decisions include product taste, suitable prices, and online publicity. The SWOT analysis highlights strengths in the institute's reputation, weaknesses in management and limited product variety, opportunities in the health-conscious market, and threats from COVID-19. The recommended marketing strategy involves expanding the product range, enhancing online presence, improving product quality, and implementing a delivery system during the pandemic.

Keywords

• marketing strategy
• SWOT analysis
• marketing mix factors
• agricultural shops