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The development of online marketing channels for Lampathao tilapia farmers, Chaiyaphum |
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| รหัสดีโอไอ | |
| Creator | Umawadee Detthamrong |
| Title | The development of online marketing channels for Lampathao tilapia farmers, Chaiyaphum |
| Contributor | Chartnarongsak Suthamdee, Dasarinpat Suthamdee, Samart Sinton |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2567 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 11 |
| Journal No. | 1 |
| Page no. | 229-243 |
| Keyword | development, online marketing, cost and return, tilapia |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17771 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | The purpose of this study is to develop online marketing channels for tilapia farmers. Quantitative and qualitative research were conducted. The key informants are a farmer who raises Lampatow tilapia in Sap Si Thong Subdistrict, Mueang District, Chaiyaphum Province. Questionnaires and semi-structured interviews were used as research tools. The results reveal that 1) a farmer who raises tilapia in Lampatow, most of them female, has marital status, completed elementary education, is aged 51-59 years old, has a main occupation of farming, a secondary occupation is self-employed, has an average monthly income of 11,001 baht or more, and has been an experienced farmer for 3 years or more. 2) Farmers only have distribution channels through offline channels. The process for developing online marketing channels for tilapia farmers consists of the following steps: 1. stimulating group members to understand the importance of selling products through online channels; 2. developing skills in selling products through online channels; 3. implementing online marketing channels; and 4. starting the sales process. Tilapia farmers place importance on communication through online channels, using a Facebook page as the main channel to communicate with target customers, followed by a Shopee store, and using the page and store name "Lampatow Tilapiaโ. |
