Success of Healthy Food Entrepreneurs in Bangkok and Surroundings
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Abstract
There is a current trend of eating healthy food, then healthy food entrepreneurs find the guidelines and strategies to respond to the customer needs in a competitive environment. This research aims to study 1) the leadership factors; the 7Ps of the marketing mix, innovativeness, and success of healthy food entrepreneurs, 2) the leadership affecting the 7Ps of the marketing mix, 3) the leadership affecting innovativeness, 4) the 7Ps of the marketing mix affecting the success of healthy food entrepreneurs, 5) the innovativeness affecting the success of healthy food entrepreneurs, and 6) the leadership affecting the success of healthy food entrepreneurs in Bangkok and surrounding areas. The population was 306 healthy food entrepreneurs in Bangkok and surrounding areas and the sample group was 173 healthy food entrepreneurs using Taro Yamane’s Formula and stratified random sampling. Data was gathered by using the questionnaire and was analyzed by using mean, standard deviation, and multiple regression. The qualitative research was conducted by using in-depth interviews. The target group was 20 healthy food entrepreneurs in Bangkok and surrounding areas. The quantitative findings revealed that; 1) the leadership factors; the 7Ps of the marketing mix, innovativeness, and success of healthy food entrepreneurs were at a high level, 2) the leadership in courage and vision affecting the 7Ps of the marketing mix, 3) the leadership in courage and vision affecting innovativeness, 4) the 7Ps of the marketing mix in place, price, and physical evidence affecting the success of healthy food entrepreneurs, 5) the innovativeness in product, service, and management affecting the success of healthy food entrepreneurs, and 6) the leadership in courage and vision affecting the success of healthy food entrepreneurs at a significance level of 0.05. In addition, the findings revealed that the sustainable success of healthy food entrepreneurs was caused by applying the 7Ps of the marketing mix for effective business operations and human resource management, the courage in decision-making on creating new things for improving the work process including applying the innovation and technology in the production for creating the outstanding and uniqueness of healthy food by the market trend to attract the customer’s purchasing decision.
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