The factors influencing online marketing of SMEs: leather manufacturing in Thailand.

Abstract

This research will explore the factors that encourage the long term success of leather manufacturers industry to help the manufacturers gain more channels to reach to the market group in order to increase awareness, gain more customers and gain more sales volume, and be able to create the effective digital marketing strategy. Qualitative research methodology was applied in this research by collecting data via interview with the owner of leather shop. The respondents are those who use internet and experienced with online channels. The results revealed that the respondents access internet for business purpose. All of the respondents agreed that online marketing can be one of the effective media that can create awareness to them. The factors of concern to influencing the decision to make the order for leather goods from manufacturers are credibility, design, quality, price and Production lead time. The Most Importance Factors is credibility, the second is quality factor, the third factor is price, production lead time and design are the environmental factors.