Customer Attitudes and Direct Sales Staffing Strategies for Direct Sales Agricultural Products

Abstract

The use of fertilizer to nourish the soil will yield high quality and quantity. It will add value to farmers. This article aims to review the literature and conceptual framework related to customer attitudes and direct sales staffing strategies that influence the decision to buy direct sales agricultural products. The results of the study revealed that there were significant variables as the followings: 1) customer attitudes contained knowledge, understanding, feeling, and behaviour, 2) direct sales strategies using direct sales staff consisted of knowledgeable employees, the service staff's clean clothes, polite service, humble and friendly service, good human relations management, cheerful, fast, and continuous service. Moreover, they must understand the needs of customers, and 3) the decision to buy direct sales agricultural products of consumer fertilizer consisted of information perception, problem evaluation, data evaluation, purchase decision and feelings after the purchase. The results of this study will be used as a framework for quantitative data analysis in order to find guidelines for direct sales business which they can apply the tested model to use to determine the appropriate marketing strategy.

Keywords: Consumer attitudedirect sales strategycustomer decision

Introduction

Thailand, where is suit for agriculture area, has natural resources covering with soil, water and weather factors. The number of population in rural area increase which affected to increasing numbers of planters (Foundwee, Chanlakkana, & Chanlakkana, 2004). Planters use area to plant for a long time which make soil decrease its quality or has a tiny of nutrient. Increasing production among that soil, it can cause the lack of nutrient. So, they should fill fertilizer in order to complete it (Chatjai, & Tansiri, 2012). However, fertilizer under brand Amway that come from product research and development team who focus on product that rely on climate change, such as more drought, weather change, soil lack of nutrient and decrease quality, without water resources, pests, and diseases as a main reason of decreasing production. It was found that fertilizer under brand Amway has quality to develop soil quality to plant and affected to quality of production and make highly income as well. Fertilizer under brand Amway is a product of Amway company of Thailand as a direct sale business which the consumers can order that product from direct agent by membership only (Amway Catalog, 2016).

This research studied attitude of the customers. Schiffman and Kanuk, (2010) argued that attitude or purchase that related with the research of Phuchampha and Yaowapa Phatomsirikul (2013) on title, Personality and Attitudes Affecting Consumer’s Decision Making of Cosmetics Products in Pathum Thani province. This research result found that customer attitude (Assaraphan Puchampa, & Yaowapa Phatomsirikul, 2013) found that consumer buying decision consist of 5 stage which are need arousal or problem recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour.

Phrapratanporn and Wangkananon (2015) found that Marketing communication with direct sale staff who can provide clear information. And they can decide to close the sale immediately to get information to customers when the customer needs. It is important to create customer satisfaction that will that will lead to good image and customer loyally, which is a good way for customers to buying decision.

Problem Statement

From in-depth studied with direct sales representative in direct sale business and planter group in Thachana district, Surat Thani province, it was found that a lot of peoples in this area are direct sale and member of direct sale company that make them has more income. The problem was found that almost of the customers have bad attitude with the product of direct sale because they are worry about trickery and convince that make they do not want to interest in any goods production and it affected to can not sale any product. Moreover, customer behaviour was changed because of communication technology and logistic system are comfortable, rapidly and modern that make directly business has more competitor and also to diversity to decision. In addition, direct sale members of this company still without strategy that make reliability to the customers that make almost of the customer are not aware on agriculture product. especially, fertilizer that affected to decision.

Research Questions

This research studied attitude of the customers. Schiffman and Kanuk, 2010 argued that attitude are theory of trying to consume an attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume or purchase that related with the research of Phuchampha and Phatomsirikul (2013) on title, Personality and Attitudes Affecting Consumer’s Decision Making of Cosmetics Products in Pathum Thani province. This research results found that customer attitudes are important to customer decision. Moreover, Kotler and Keller (2012) presented the theory of buying decision. The decision of buying an item does not instantly take place. Behind the visible act of purchasing an item, stands a buying decision process that smart companies should investigate. Motivation, perception, learning, memory, personality, and attitude play an important role in the unfolding of the decision process that presupposes the consumer’s covering of five stages.

Puchampa and Phatomsirikul (2013) found that consumer buying decision consist of 5 stage which are need arousal or problem recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour. However, researcher was aware on develop conceptual framework of buying decision directly agriculture product of the customer that study content of customer attitude and customer behaviour who aware on fertilizer buying decision of the customer.

In addition, study on the directly business strategy which is as important to direct sale and buying decision of the customers. It makes benefit for persons who would like to be a direct sale under the direct sale company. The productivity of planter can increase their quality of life and also to has benefit to direct sale owner business who apply this information to plan their marketing strategy in direct sale business of fertilizer.

Purpose of the Study

To create conceptual framework of the attitude and strategy of direct sale that affected to buying decision fertilizer product of the customer in Surat Thani province. Research methodology was literature review on theory and concept also to related documentary and cover with in depth interview with planter and administrator of directly business company to developing completely research in the future that would like to study information from planter who use fertilizer in their plant and to study information from planter who use fertilizer in Surat Thani province by studying the quantitative research.

Research Methods

This research was reviewed on content that related with the objective cover with concept and theory, and in-depth interview with related business owners.

Findings

Figure 1 showed that conceptual framework and strategy of direct sale staff that affected to product buying decision on fertilizer product in Surat Thani province. The independent variables of the study are as followings: 1) personal factors consist of gender, age, education, income, and experience, 2) staffing strategies of direct sale staff consist of staffs knowledge and understanding on company product, personality of staff with clean uniform of the company, staff has service mind with gentle and humble, staff has good relationship, and service are rapidly continually and understanding the emotion of customer, 3) attitude factors consist of knowledge and understanding, emotion, and behaviour. The dependent variables of the study are as followings: 1) buying behaviour consists of target group, reason to buy, stakeholder to buy, time to buy, place to buy, and how to buy, and 2) buying decision consist of 1. problem perception 2. find for information 3. data assessment 4. buying decision and 5. emotion after buying.

The research result showed that direct sales staffing strategies for direct sales agricultural products were: 1) Strategy of direct sale staff which are (1) staff knowledge and understand on company product (2) personality of staff with clean uniform of the company (3) staff has service mind with gentle and humble (4) staff has good relationship and (5) Service are rapidly continually and understand the emotional of customer. 2) Attitude which are (1) knowledge and understanding (2) emotion (3) behaviour, and 3) Buying decision consist of (1) problem perception (2) find for information (3) data assessment (4) buying decision, and (5) emotion after buying.

See Full Size >

Conclusion

Conceptual framework and strategy of direct sale staff that affected to product buying decision on fertilizer product in Surat Thani province. Literature reviewed the related research as a framework and understood the main conceptual of the study. There are 3 parts of the study which are as followings: 1) Strategies of direct sale staff which are: (1) gender (2) age (3) education (4) income and (5) experience. The relevant factors are 1) buying behaviour consist of (1) target group (2) reason to buy (3) stakeholder to buy (4) time to buy, and (5) place to buy, 2) Attitude which are: (1) knowledge and understanding (2) emotion, and (3) behaviour, and 3) Buying decision consist of (1) problem perception (2) find for information (3) data assessment (4) buying decision, and (5) emotion after buying behaviour.

Acknowledgments

The scholarship for this research publication was granted by Suan Sunandha Rajabhat University, Bangkok, Thailand.

References

1. Achariyapotha, C., & Jaruthaweepolnukul, P. (2017). Factors affecting fertilizer buying decision of farmer in the central region of Thailand. Thesis of Business Administration. Rangsit University, Pathum Thani.
2. Amway Catalog. (2016). Product for Agriculture. 147-157.
3. Boonkwang, N., & Boontue, U. (2013). The factors that affected to fertilizer of planter in Buriram Province. Thesis of Business Administration Innovation Management. Ramkhamhang University, Bangkok.
4. Boonmak, P., & Thepparat, A. (2011). Business strategy marketing strategy and mix marketing factors for buying decision to assurance of car: a case study of Thai assurance company. Thesis of Business Administration Marketing. Thai Chamber University, Bangkok.
5. Chatjai, A., & Tansiri, K. (2012). Legal problem on fertilizer business law: case study of manufacturing import and distribution chemical fertilizer measurement. Thesis of Law. Dhurakij Pundit University, Bangkok.
6. Foundwee, L. Chanlakkana, M., & Chanlakkana, C. (2004). Thai agricultural cross the century. Available from https://books.google.co.th/books/about/
7. Kaewkeaw, K., & Saomuang, S. (2012). Marketing strategies of independent gas station in Thailand. Journal of Behavioral Science Research Institute, 20(1), 53-66.
8. Kotler, P. (2000). Marketing Management (10th ed.). New Jersey: Prentice – Hall, Inc.
9. Kotler, P., & Keller, K. L. (2012.) Marketing Management: Analysing Consumer Markets.
10. Manophamot, W., & Thongcheen, C. (2013). Factors affecting to goods purchasing decision via social media (Instagram) of people in Bangkok. Thesis of Business Administration. Bangkok University, Bangkok.
11. Nameuan, M., Thamcharoen, Y., & Pongwichai. S. (2014). Fertilizer buying behaviour of rubber farmer in Chumporn Province. Thesis of Business Administration General Management. Sukhothai Thammathirat Open University, Nonthaburi.
12. Phrapratanporn, B., & Wangkananon, W. (2015). Marketing strategies affecting customer loyalty of Thai plastic packaging. BU Academic Review, 14(1). 138-152.
13. Phuchampha, A., & Phatomsirikul, Y. (2013). Personal factors and buying behaviour of consumers for cosmetics brands in Pathum Thani Province. Thesis of Business Administration. Eastern Asia University, Pathum Thani.
14. Pichichatree, S. & Kurit, N. (2012). Integrated marketing communication, brand equity, consumer behaviour and attitudes to the consumer decision-making process of injecting Botulinum Toxin (Botox) in the Bangkok metropolitan area. Thesis of Business Administration. Srinakharinwirot University, Bangkok.
15. Polpanit, J., & Phatomsirikul, Y. (2013). Radio media affecting the perception and attitude to radio program of audience FM. 96.5 and FM. 100.5 in Bangkok metropolitan area. Thesis of Business Administration. Eastern Asia University, Pathum Thani.
16. Schiffman, L. G., & Kanuk, L. L. (2010). Customer Behaviour (10th ed.). New Jersey: Prentice Hall
17. Takaewnoi, K., & Phuthamma. A. (2017). Factors of the agriculturalists’ final decision on their organic fertilizer purchase in Phanoi sub-district, Wangsaphung district, Loei province. Thesis of Business Administration General Management). Loei Rajabhat University, Loei.