Marketing strategy of direct marketing business consumer products under the supervision of the Thai direct selling association and the office of the consumer protection borad

Abstract

This research aims to develop the direct selling business of the consumer products which the objective as follows: 1. To study the marketing operation of the direct selling business of consumer products. 2. To study the relationship between demographic characteristics of the independent distributors and the success in the direct selling business of consumer products. 3. To study the market development factor affecting the direct selling business in Thailand. And 4. To determine the guidelines for marketing development for the direct selling business of consumer products. Population and sample are divided into 2 categories, which are 27 executives, and 400 independent distributors. The research tool used in this study was five-level rating scale questionnaire and closed-end questionnaire. The statistics used in the data analysis were percentage, mean, standard deviation, and inferential statistics using t-test and F-test to test the difference. The result of the study showed that the direct sales business should be partnered with other companies in order to distribute the products (42.2%), the products should be delivered to consumers through the direct selling distributors (51.3%), internal management is the key to success in direct selling business (44.8%), and the factor to success in the business is the production management (45.3%).