Development of online marketing channels for melon, a new way of life (New Normal) in Suphanburi Province Faculty of Management Science, NakhonPathom Rajabhat University

Abstract

This research aims to 1) develop melon online marketing channels of farmers in Suphanburi province in a new way of life (New Normal), 2) measure the effectiveness of melon online marketing channels of farmers in Suphanburi province, in a new way of life (New Normal). This research used a mixed research methodology. The qualitative research used a population of 10 melon growers from Plai Nam villages, Muang, Suphanburi Province by specific selection method. In-depth interviews and statistics were used for content analysis. The quantitative research used a sample order of 400 online marketing channels using an online marketing channel order questionnaire. The data were analyzed by descriptive statistics consisting of mean, percentage and standard deviation. The results of the research showed that 1) the development of melon online marketing channels of distribution via Facebook Fan Page had content on the channels as follows; there was a clear presentation of melon products to sell and meet the needs of customers who want to order online, 2) the measurement of the efficiency of melon online marketing channels of farmers in Suphanburi province, the new way of life model (New Normal), was at a high level ( X=4.44, S.D. =.482). Also it is able to increase the number of customers because of it can creates convenience and credibility for customers. The findings of this research are that online distribution channels can be effectively increased appropriately in a new way of life (New Normal).