The study of online marketing communication of organic agricultural products for small enterprise in Bangkok and its vicinity
Keywords:
online marketing communication, organic agricultural products, small enterpriseAbstract
Recently, consumers are more aware of their healthcare, so the market for organic products continues to expand. The purposes of this research were to study the online marketing communications of organic agricultural products of small enterprises in Bangkok and its vicinity, and to compare the opinions of consumers in Bangkok and its vicinity. The data collection was the in-depth interviews with 20 informants who were selected by purposive random sampling, and classified by gender and age. The findings were found that online marketing communication for organic agricultural products of small enterprises faced the following problems: (1) Most of organic agricultural product producers’ lack of knowledge online marketing communication, (2) Most consumers of organic products are X and Y generations who are health conscious, (3) Consumers are confused by the contents of organic marketing communication, which are not interesting, and (4) The organic agricultural product producers and consumers are lack of online communication channels that sell products and also a lack of channels that educate organic agriculture. Another finding was found that of 343 consumers’ who were the most of the sample group well knew about organic agriculture is agriculture that does not use chemicals to preserve the ecosystem. Moreover, 81.34% of the sample group's opinions online marketing communication were at a very important level ( = 4.20, S.D. = 0.70), and the sample group trusted in online marketing communications at a very high level (
= 4.02, S.D. = 0.91). In addition, males and females were aware of factors of online marketing communication for organic products were not different significance at the .05 level, and also with the sample group of different ages who were aware of factors of online marketing communication for organic agricultural products were not significantly different at the .05 level.
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