BUSINESS COMPETITIVENESS FOR THAI WHEY PROTEIN SUPPLEMENT PRODUCTS OF THE WHEY PROTEIN BUSINESS IN CHONBURI

Abstract

          The objectives of this research were 1) to study consumer behavior affecting the competitiveness of Thai brand whey protein supplement products in the market of whey protein sold through agents in fitness centers in Chonburi, 2) to study marketing mix strategies including products, prices, places (distribution channels), promotion, which affected the ability to increase the competitiveness of Thai brand whey protein supplements in the market of whey protein sold through agents in fitness centers in Chonburi, 3) to study and analyze the five factors in Five Force Model, including rivalry within the same business, threat of new entrants, the bargaining power of buyers, the bargaining power of suppliers, and threat of substitute products, which led to determine the strategies to increase competitiveness. This study used mix methods by using both quantitative and qualitative research. Researcher collected questionnaires (quantitative research) from consumers. The obtained results from quantitative research were synthesized to design questions for in-depth interviews (qualitative research). The interviews were conducted to entrepreneurs who were distributors of whey protein supplement brands in fitness centers in Chonburi.          The research finding revealed that both consumer behavior and marketing mix in all respects had a positive impact on the competitiveness of Thai brand whey protein supplement in Chonburi. In addition, entrepreneurs could apply the analysis of the force factors in the business to use in business management and to determine the business competitive strategy of Thai brand whey protein supplement in the market for whey protein.