Overview

Original Research

THE FACTORS AFFECTING OF DIGITAL MARKETING STRATEGY FOR COMPETITION IN THAILAND MARKETS

SATHAPATH KILASO 1, CHAWISA MEEPRACHA 2, SUJANYA TUBTONG 3, PATCHARAON PETCHSAMUTR 4, JESSADA CHOANAKIJ 5, and KEATTISAK CHANKAEW 6.

Vol 18, No 02 ( 2023 )   |  DOI: 10.17605/OSF.IO/5XSBP   |   Author Affiliation: Lecturer in Digital Marketing Program, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand 1,2,3,4,5; Division of Business Administration, School of Interdisciplinary Studies, Mahidol University, Thailand 6.   |   Licensing: CC 4.0   |   Pg no: 1039-1052   |   Published on: 18-02-2023

Abstract

The factors determining supermarkets' competitive advantage are examined in this article. The study's objective is to create a framework for investigating the factors that may have an impact on supermarkets' competitive advantage. The competitive advantage of a supermarket is significantly influenced by seven factors. They consist of the range of goods, the size of the grocery store, the cost, the staff, the environment, the degree of trust, and the relationships between all of these factors. Both qualitative and quantitative methodologies are used in the article. Because the researcher carefully questioned each of the 134 customers, the information gleaned from the in-depth interviews conducted at 27 supermarkets in Thailand was trustworthy and objective. A total of 560 surveys were collected. The results show that a variety of elements, such as store size, product variety, and sales staff, can influence a supermarket's ability to compete.

Keywords

digital marketing strategy, retail market, mix marketing, factor