Branding process and Online Marketing Communication for organic farming of Smart Farmer
กระบวนการสร้างตราสินค้าและการสื่อสารการตลาดออนไลน์สินค้าเกษตรอินทรีย์ ของ Smart Farmer
by Surachai Srinorachan
Title: | Branding process and Online Marketing Communication for organic farming of Smart Farmer กระบวนการสร้างตราสินค้าและการสื่อสารการตลาดออนไลน์สินค้าเกษตรอินทรีย์ ของ Smart Farmer |
Author(s): | Surachai Srinorachan |
Contributor(s): | NIDA. The Graduate School of Communication Arts and Management Innovation |
Advisor: | Bu-nga Chaisuwan |
Degree name: | Master of Arts (Communication Arts and Innovation) |
Degree level: | Thesis |
Degree discipline: | Master of Arts (Communication Arts and Innovation) |
Degree grantor: | National Institute of Development Administration |
Issued date: | 5/9/19 |
Publisher: | NIDA |
Abstract: |
Media influencing informational distribution in the era of rapidly changing. Especially online media for distribution of agricultural products. This research is an alternative to encourage farmers turned to use more online media. Therefore, this research focuses on branding process, online communication channels of organic products, including consumer satisfaction in organic products. Three awardee farmers of “Farmers love homeland" in 3 provinces as follow: Chiang Rai, Nakhon Ratchasima, and Ratchaburi province were considered as the sample. Quantitative data were collecting by using questionnaires and in-depth interview techniques was done for qualitative data. Moreover, 300 consumers of organic agricultural products in 3 provinces were also considered as the samples group. Obtained data were analyzed by using descriptive statistics and content analysis. The results revealed as follows: 1) the branding process of 3 brands includes 4 similar steps. While the product of 3 brands were differences namely: (1) Melon (2) agricultural design by consumers and (3) local plant products 2) in terms of concept and form of communication channels found that, all 3 brands focus on the concept of "online to offline", and having different forms of communication channels. While channels of While channels of Facebook Fan Page and Line@ selected by 3 brands for communication channels, and 3) in terms of consumers satisfaction, found that, they had high level (M = 3.58), product quality and services received, resulting consumers' product expectation at a high level (M = 3.78), value of products and services at a high level (M = 3.51), and level resulting overall customer satisfaction at a moderate level (M = 3.25).
KEYWORD: Smart Farmers, Organic Farming, Branding, Online Media |
Description: |
NIDA, 2018 |
Subject(s): | Social Sciences
Business |
Keyword(s): | เกษตรกรปราดเปรื่อง
เกษตรอินทรีย์ การสร้างตราสินค้า สื่อออนไลน์ |
Type: | Thesis |
Language: | th |
Rights holder(s): | NIDA |
URI: | https://repository.nida.ac.th/handle/662723737/5061 |
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