Development of Marketing Channels for Mueang Chedi Chinese Sausage Business to Enhance Competitive Potential in the Market.

Abstract

This research aimed to examine appropriate online distribution channels and formulate marketing channel strategies for the Mueang Chedi Chinese sausage business. A qualitative approach was employed using in-depth focus group interviews with 24 consumers who had previously purchased ready-to-eat food online, categorized by age group. Data ware analyzed using content analysis. The findings revealed that key factors influencing online purchase decisions include price, taste, product cleanliness, and consumer reviews. The most suitable platforms are Facebook, TikTok and Shopee, as they enable rapid brand awareness and offer provide promotional tools such as live streaming and promotion. Consumers also value store credibility, prompt response, and fast delivery. Content should be aligned with consumer behavior across each platform. The results can be used as a guideline for developing online marketing plans and distribution channel strategies to enhance the business’s competitiveness in the online market.