Market Segmentation Factors and Marketing Strategies in Flower and Garden Plants Business: A Case of Ongkharak District, Thailand

Abstract

Small scale business has never played an important role in the economy as it is today. This study, therefore, aims to investigate small business enterprise with emphasis on flowers and garden plants. Specifically, it intends to identify market segmentation factors and practical small business marketing strategies utilized by flowers and garden plants entrepreneurs. This investigation used survey research with questionnaires as the data collection instrument. A total of one hundred samples were collected for analysis. The basic statistics used for data analysis were frequency, percentage, mean and standard deviation, and ranking. The result of the analysis showed that most of the key marketing segmentation factors are very important in the thriving business of flowers and garden plants. In addition, entrepreneurs relied on marketing mix strategies and consider the product, price, place or distribution channel as very important elements while promotion as moderately important.

Keywords: marketing segmentation factors, flower and garden business, marketing strategies

JEL Classification: D4