Marketing Potential of Goods and Services of Community at Singkhon Checkpoint for Border Trade, Prachuap Khiri Khan Province

Abstract

The objectives of this study were to study marketing potential of goods and services; to analyze marketing mix; and to determine relationship between market structure and marketing potential of goods and services of the community at Singkhon checkpoint for border trade. Conceptual framework of the study was based on market structure concept and marketing mix concept. Methods of study were divided into qualitative study by using purposive sampling of 10 community leaders and quantitative study by using stratified sampling of 165 local registered households, 108 Thai nationals without household registration, 100 local operators and 384 consumers engaged. Data were analyzed by using descriptive statistics and regression analysis. Major findings revealed that marketing potential of goods and services at Singkhon checkpoint border had high potential based on strength weakness opportunity and threat analysis; marketing mix on product, price, promotion, and personnel aspects were moderately appropriated while place or distribution and physical aspects should be improved, only process was at a high level; and market structure and marketing mix had statistically significant relationship with marketing potential of goods and services at Singkhon checkpoint border.