Enhancing the Marketing Strategies for Agri-Shops in Academic Institutions in Thailand

Abstract

This study addresses the marketing needs of agricultural product shops located at academic institutions, using the case of an academic institution in Bangkok, Thailand.  It examined the marketing mix factors influencing the purchase of safe agricultural products and develop an effective marketing strategy for Farm Chao Khun agricultural shop for different consumer groups. 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. The study revealed distinct consumer preferences for agricultural products among different groups: Staff favoured safe products in the evening, students prioritize affordable and ready-to-eat options, and outsiders show similarities with staff 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 the online presence, improving product quality, and implementing a delivery system during the pandemic.