Guidelines for Developing the Marketing Mix of Household Cleaning Products Tha Chao Sanuk Subdistrict, Tha Ruea District, Phra Nakhon Si Ayutthaya Province

Abstract

          This research aimed to study the development guidelines for the marketing mix of household cleaning products in Tha Chao Sanuk Subdistrict, Tha Ruea District, Phra Nakhon Si Ayutthaya Province. A qualitative research methodology was employed, utilizing data collection through focus group discussions and participatory observation to obtain in-depth information and comprehensively understand the community context. Data analysis was conducted using conventional content analysis by categorizing data and assigning codes to the content to create main themes and related sub-themes. Data were collected from 13 households in Tha Chao Sanuk Subdistrict, with one participant from each household, totaling 13 participants. The research findings revealed a diverse occupational context within the community. Most participants were female, aged between 41 and 50 years, with the highest level of education being secondary school. Furthermore, the primary occupation of most key informants was trade or personal business, highlighting the importance of supporting community products to strengthen the local economy. The SWOT and Porter's Five Forces analyses revealed the strengths, weaknesses, opportunities, and threats faced by the community in developing cleaning products. Utilizing the 4Ps marketing mix strategy to define marketing guidelines helped strengthen products and increase market competitiveness. This research is significant for improving the quality of life of people in the community and can serve as a guideline for promoting local product marketing to create future sustainability and effectively enhance the community's economy.