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Publication
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| Research Title |
MARKETING STRATEGIES OF PHUMSIRI MANSION, MUANG DISTRICT, KHON KAEN PROVINCE
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| Date of Distribution |
19 September 2015 |
| Conference |
| Title of the Conference |
The National and International Conference on Business Management and Innovation 2015 |
| Organiser |
Graduate Study in Management (MBA) Khon Kaen University |
| Conference Place |
Sunthorn-Araya Arunanonchai Building, 123 Mitraphap Road, Tumbol Nai Muang, Amphur Muang, Khon Kaen 40002 |
| Province/State |
Khon Kaen |
| Conference Date |
19 September 2015 |
| To |
20 September 2015 |
| Proceeding Paper |
| Volume |
2 |
| Issue |
2 |
| Page |
103-110 |
| Editors/edition/publisher |
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| Abstract |
This independent study aimed to the marketing strategy in business operation of
Phumsiri Mansion at Muang district, KhonKaen province. Origin of study was because the growth
of room occupant were decrease as following data; during 2012-2013 was reduced by 4.06%,
during 2013-2014 were reduce by 24.64%. The objective was to study (1) demographic data (2)
selection behavior of dormitory (3) opinion rating scale to marketing mix (4) marketing strategy
of Phumsiri Mansion. The study result found that, the target group, provided suffi cient facilities
inside and outside of room. Opinion to strategy mix of Phumsiri Mansion found that respondents
rate high for product, price, place, promotion, process, people, physical evidence and quality of
service. Different of general data of customers in gender, age range, faculty, year of study and
monthly income, have no different in opinion rating scale of Phumsiri mansion marketing mix
with statistically signifi cant at more than 0.05 level. From the study result, used it for set up the
marketing strategy of Phumsiri mansion, consist of 4 projects which were; project 1 “Break into
the market”, project 2 “Room rental with discounted price from heart”, project 3 “Open heart”,
project 4 “Right mansion”. Total operation budget was 183,754 Baht. After operate the projects
expect that Phumsiri Mansion are able to response better to demand and opinion of target group. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Abstract |
| Type of Presentation |
Poster |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
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