Volume 8, Issue 5, May – 2023 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Marketing Strategies that Influence the Purchasing

Decision Process of Consumer : Case Study Amway
(Thailand) Ltd.
Benjatha Wattanakul 1 Wit Mekwarakul 3
1 3
Business Administration Program in Business Business Administration Program in Business
Administration Bangkokthonburi University, Thailand. Administration Bangkokthonburi University, Thailand

Lawan Tonsakulrungrueng 2 Sompong Harnwajanawong 4

2 4
Business Administration Program in Business Business Administration Program in Business
Administration Bangkokthonburi University, Thailand Administration Bangkokthonburi University, Thailand

Nittaya Meeboon 5
5
Business Administration Program in Business
Administration Bangkokthonburi University, Thailand

Abstract:- The researcher aims to study marketing I. INTRODUCTION

strategies that influence consumers' purchasing decision-
making process: a case study of the direct sales business Brand People who study business and people who try to
of Amway Thailand Co., Ltd. When buyer behavior shifts sell things have both been very interested in how to manage
Brands have to make new ways to make people things well. popularity and attention in recent times.
interested, show value, and attract them to their goals. contributions for marketing professionals and academics [1].
They need to create good ways to talk to people too. The These Research has led to a lot of exploring in brand
key to success is to include different types of people who management so that we can have a better understanding of its
act according to the new buying standards. The data was strategies and improve them. an organization's Being able to
collected A bunch of people. 1,000 Consumers are people keep up a strong position and stay ahead in the market. Many
who buy and use goods or services who bought products experts say that brand equity is an important thing for a
and administrations from Amway Thailand Co., Ltd. And company to have. It's like a valuable thing that can help the
they used a set of questions to help them. Statistics is a company succeed for a long time. It's really important for
way of studying and understanding information. We use companies to plan and create things in the best way possible..
percentage, mean, and standard deviation to measure But In the past, studies have shown that brand value can
characteristics of people who answer questions. is a sometimes have a harmful effect. This study aims to look into
measurement of how spread out data is from the average. different things that can cause this. an A brand's value can be
The results of the analysis using SD and multiple affected positively or negatively. Along means to move or be
regression are not used anymore. This study moving in a particular direction, usually following something
demonstrated that we can test how two things are related or someone. It can also mean to be beside something or
to each other. marketing strategies and consumer alongside it. This study is about how the marketing mix helps
purchasing decisions. Direct selling business of Amway to make a brand more valuable [2]. Yoo and his team
Thailand Co., Ltd. 4 important aspects (Y1), consumers conducted a study to collect information. A study in 2000
who buy merchandise and administrations in terms of found Marketing mix and brand equity are related. This
advertising factors (X1) have a The The result shows that research looks at how different things can make a brand lose
there is no significant evidence to support the conclusion. value. The year was 2000 [3]. Additionally, it is important to
This number, 001, is lower than the limit of 0. This means have a strong The study of Brady et al talks a lot about brand
that how well the sales staff serves is important for equity. This is a text from 2008 that talks about how
predicting something. the outcome (Y) of a situation. This organizations can gain momentum after a bad start. It explains
can be represented in an equation: Y=181. 516 + 1344 important areas they need to focus on. This means that Brady
(X1) + 2. 312( X4). and other authors believe that brand equity is important. A
study done in 2008 shows that it's important for companies to
Keywords:- Marketing Strategies, Influence, Purchasing learn from their mistakes and use that knowledge to get better.
Decision Process, Consumer, Amway (Thailand) Ltd. Additionally, people who really like a certain brand typically
keep using it [4]. Even though they didn't do well, people still
think the brand is valuable and won't switch to brands that
aren't as valuable. Haque, Yamoah & Sroka (2020) talked
about how consumers have fewer options to choose from. So,

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Volume 8, Issue 5, May – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
it might be good to know if it will or won't impact the for doing RFM segmentation and analysis on your own.
reputation of the brand. Using software can automatically help with categorizing
customers based on their buying habits. This method is called
RFM segmentation and it provides more precise results.

Step 1 To start making an RFM model, you need to give each

customer scores based on how recently they bought
something, how often they buy things, and how much money
they spend on average. To do this, you need to gather
information about when customers last bought something
from your company. This information can be found in your
CRM or transactional databases are tools used to manage
information about customers and transactions. You can
arrange it neatly in a table on the computer or database.
Recency measures how long it has been since a Something a
customer has recently bought. Many companies Use days,
Fig.1. Marketing Mix-4Ps (theintactone.com)
however some use months, weeks, or indeed hours.
Recurrence means how often something happens or how
RFM analysis helps marketers reach customers who
many times it occurs in a given time period. means how
have similar behaviors and interests through personalized
many times a customer has made a purchase within a certain
messages. This leads to higher response rates from these
time period. Monetary means how much money The total
customers, It means that customers who are more loyal to a
amount of money the customer has spent in a specific
brand will spend more money on that brand over a longer
timeframe.
period of time. An RFM model helps you identify which
Step 2 The next thing to do is to split the list of customers
customers should receive special treatment. just like other
into groups for R, F, and M are variables that can be analyzed
ways of dividing up customers. RFM means Recency means
using Excel or another similar program. program. If you don't
how recent something was, frequency means how often
have special software, it's a good idea to split your customers
something happens, and monetary means related to money
into four groups for each category. Each customer should be
[5]. We will tell you all about each of these things.
put in one group for each category.
soon.Marketers are people who sell things. lots of
Step 3 Step three is choosing certain groups of customers
information about people who have already bought things
who will receive certain types of messages. This is based on
from them, like what they bought, what they look at online,
which groups they belong to according to RFM
how they've responded to ads before, and some basic facts
segmentation. Giving names to important parts is useful.
about them. This information can help marketers create
Here are a few examples to explain the different types of
special offers that fit the interests of different groups of
customers: are the most loyal and consistently choose a
people. There are many ways to separate customers, but RFM
business over others have recently made purchases,
analysis is popular because it uses simple numbers to give a
frequently buy items, and spend more than other customers.
clear picture of them. It's easy for marketers to use without
They You can locate it In level 1 categories like R, F, and M.
fancy software or experts in data. This This method is simple
We'll call this segment 1-1-1 from now on. This group
to comprehend. tells you clear information.
includes customers who spend a lot and are in either group 1-
4-1 or 1-4-2. These are people who bought something
 What do Recency, Frequency, and Monetary mean.
Recently, a lot of money was spent., but it was only one time.
The RFM method for identifying customer groups.
This group of customers are the ones who have bought from
helps marketers get to know their customers better by
us recently and do so often, but they spend the least amount
studying three measurable factors. This is about how long it's
of money. They come from segments 1-1-3 and 1-1-4. The
been since a customer last did something with a company.
Churned Best Customers group includes people who used to
Usually it's about buying something, but it can also be about
buy from us a lot (in groups 4-1-1, 4-1-2, 4-2-1, and 4-2-2),
visiting their website or using their app. Usually, if a
but haven't bought anything in a long time. They used to
customer has recently talked to or done business with a
spend a lot with us. Marketers should gather customers who
company, they're more likely to respond when the company
are most important for their business and keeping them
reaches out to them. How many times Did someone buy
coming back.
something or talk to the company within a specific time
Step 4 The fourth step is about making messages that are just
frame. Customers who do this often are more interested and
right for different groups of customers. This is more than just
loyal than those who do it rarely. Customers who only buy
using RFM to group them. These customers spend a lot of
something once are different from other customers. Monetary
money, so it's important to make sure they're happy. By
means the amount of money a customer has given to the
looking more closely at what they like and are interested in,
brand within a certain time. People who spend a lot of money
we can create even more personalized messages. It's a good
should often be treated differently from people who spend
idea to take care of customers who spend a lot by keeping
only a little. This means we can find out how much money is
them happy. Take your time to make sure they feel taken care
spent on average by dividing the total amount spent by the
of Can you please provide the text to be simplified. Since the
number of times purchases are made. It's an important thing
It is important for new customers to spend a lot of money As
to look at when sorting customers into groups. Here's a guide
a new customer, when they buy something for the first time.

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Volume 8, Issue 5, May – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
It is necessary or essential. to make The group of customers III. RESULTS
who are the best. feel critical and appreciated. This can be
done by giving them great rewards to keep them interacting Testing the relationship between marketing strategies
with the brand. These are customers who keep coming back and consumer purchasing decisions. Direct selling business
to buy from our store, but they don't spend a lot of money. of Amway Thailand Co., Ltd. 4 important aspects (Y1)
Marketers need to make campaigns that make a group feel Consumers who buy products and services in terms of
important and give them a reason to spend more money. If advertising factors (X1) have a The The level of confidence
someone is a regular customer and tells their friends about in the results is very high. The number 001 is smaller than the
the brand on social media, it's a good idea to give them limit of 0. This sentence is incomplete. Please provide the
special discounts or deals as a thank you. Churned Best entire text for me to rewrite it in simpler words. sales staff's
Customers are customers who used to be very important, but service level (Xภ) is important in predicting the outcome (Y)
haven't bought anything in a while. Sometimes it is hard in of a situation. This can be represented in an equation: Y=181.
toget back customers who have left, but these customers are 516 + 1344 (X1) + 2. 312( X4)
very important, so it's worth trying to get them back. It's
important to talk to people in a way that they prefer, IV. CONCLUSION
especially if you have done business with them before
1. Consumers who buy products and services in terms of
advertising factors.
2. Have a level of confidence in the results is very high. The
number 001 is smaller than the limit of 0. This sentence is
incomplete. Please provide the entire text for me to rewrite it
in simpler words. sales staff's service level.
3. This can be represented in an equation: Y=181. 516 +
1344 (X1) + 2. 312( X4)

ACKNOWLEDGMENTS

 To make good decisions about brands and products, it's

important to know what they are and how they're
Fig.2. RFM Segmentation different. This helps you decide where they belong in the
(https://thedigitaltips.com/blog/news/marketing-strategy/) market. Doing this involves working together as a team,
which can help you achieve your marketing goals more
 Research Objectives effectively.
The researcher aims to study marketing strategies that  Reaching customers through all types of channels,
influence consumers' purchasing decision-making process: a whether they are online or not. When looking at
case study of the direct sales business of Amway Thailand everything, they discovered that being involved in social
Co., Ltd. When buyer behavior shifts Brands need to come activities had a big impact on people's opinions about
up with new ways to get people interested, show the benefits, being involved in social activities. Make brands and
attract them, and share their goals. Having diverse identities products more valuable to create trust. This means being
that match the expectations of the modern consumer is very the most important and remembered company for the
important for success. people you want to sell to.
 3.The results discovered This study was about the
II. RESEARCH METHODOLOGY following relationship between marketing strategies.

This research was done with the help of. a quantitative REFERENCES
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Volume 8, Issue 5, May – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
[5]. Thanyawich Vicheanpant( 2019) This article is about
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