A STUDY OF THE MARKETING MIX OF THAI LEATHER HANDBAG BRANDS AGAINST IMPORTED BRANDS

Abstract

This research looks into the competitive factors in marketing mix 4Ps for Thai leather handbag brands to compete against imported international brands. The objectives of this research are (1) to investigate how Thai people look at Thai brands and (2) To identify the marketing mix of Thai local brand handbags to compete against imported brands. The research methodology used was both qualitative and quantitative. In the collection of qualitative data, the author interviewed local Thai brand leather bag owners and 20 interviewees. For quantitative data, the author distributed questionnaires to 100 respondents. The findings showed that Thai brands can compete against imported international brands. In terms of products, Thai brands have to have the uniqueness of Thai design. Regarding pricing, Thai brands have to be worth the money. Concerning place, Thai brands should have counters inside department stores. Regarding promotion, Thai brands have to use traditional advertisement.