Factors Affecting Marketing and Publicity of Processed Fishery Products in Ranong Province

Abstract

The fisheries products played an important role in the development of Thailand. If the fisheries products could not developed then the contribution could be minimized. The development of fisheries product could be maximized through the marketing and publicity. Various factors are associated to enhance the marketing and publicity. Among market driven vision, market learning, information technology resource, organization collaboration and market turbulence played an important role to enhance the marketing and publicity which will help to promote Processed Fishery Products in Ranong Province, Thailand. Therefore, the study objective was to check the impact of market driven vision (MDV), market learning (ML), information technology resource (ITR), organization collaboration (OC) and market turbulence (MT) on marketing and publicity (MAP) of Processed Fishery Products in Ranong Province, Thailand. For this objective, the PLS-SEM technique has applied by using a Smart PLS 3.2.8. The results shown that MDV has positive and significant association with the marketing and publicity. This show that MDV played an important role to increase the MAP of Fishery Products in Ranong Province, Thailand. While, the predicted results further shown that ML did not have a significant association with the MAP. These findings had shown that ML is not a significant variable that could influence to FP. A possible reason for this findings is that the respondents did not give rating to the ML to increase the MA.