MARKETING GUIDELINES FOR THE “WINAI-JEERAWAN THA BO FRESH VEGETABLES SHOP” AGRICULTURAL WHOLESALE BUSINESS, THA BO MUNICIPALITY FRESH MARKET, THA BO DISTRICT, NONG KHAI PROVINCE

Abstract

This study aimed to analyze the managerial environment of agricultural wholesale businesses at Tha Bo Municipality Fresh Market, examine target customer behavior, identify and interpret key marketing components, and develop marketing guidelines for the “Winai-Jeerawan Tha Bo Fresh Vegetables Shop” in Tha Bo District, Nong Khai Province. The study employed PESTEL Analysis and Porter’s Five Forces to assess the business environment and industry competition, while data on wholesale agricultural buyers were collected from 400 respondents and analyzed using Exploratory Factor Analysis. The findings identified eight key marketing components, which were synthesized into the AGRI-MART Strategy comprising Account-Based Marketing, Get-at-able Marketing, Remember Ness Marketing, Information Communication Marketing, Mass Service Marketing, Awestruck Marketing, Reliability Marketing, and Tangibility Marketing. The proposed strategy can be applied to better respond to customer needs, enhance customer satisfaction, and strengthen the long-term competitiveness of agricultural wholesale businesses at Tha Bo Municipality Fresh Market, Nong Khai Province

Keywords: Marketing Strategy, Agricultural Wholesale Business, Tha Bo Municipality Fresh Market