Marketing Mix and Business Success: A Perception from Entrepreneurs of Community Flea Market in Saraburi Province

Abstract

Due to the importance of community flea market to the economy of Thailand, the purposes of this research are (1) to investigate the perception of community flea market entrepreneurs in Saraburi Province toward the marketing mix factors that promote the community flea market economy; and (2) to examine the relationship between the marketing mix factors that promote the community flea market economy and the community flea market’s success perceived by community flea market entrepreneurs in Saraburi Province. The studied sample groups were 304 community flea market entrepreneurs in Saraburi Province. Data were collected by questionnaires. The statistics analysis was of frequency, percentage, mean, standard deviation, correlation coefficient analysis, and regression analysis. The result shows that product and place/distribution channels are the highest importance marketing mix factors that promote the community flea market economy. In addition, product and place/distribution channels are the only two predictors that have positive effects on the successful performance of the community flea market economy. Suggestions are provided for future research studies and those who are interested in studying these variables.

Keywords: Marketing Mix, Community Flea Market, Market’s Success