The Guidelines to increasing adjustment / modification / development of production using technology or innovation loans : Case study Tha Tum branch

Abstract

By Studying, The Guidelines solve the problems for increasing projects for adjustment / modification / development of production using technology or innovation loans : Case study Tha Tum branch. The purposes of this study were finding the solution to increase the effective loan disbursement in Bank for Agriculture and Agricultural Cooperatives (BAAC), Tha Tum branch. Identify the cause and find effective solutions to achieve the goal. The study was a quantitative and qualitative methods. The samples used in this research were 355 samples. The researcher analyzed the content for frequency, percentage and descriptive statistics.  find the mean and standard deviation. From the research, it founded that the majority of customers who’s got the loan were farmer, low education and low income. The results of the quantitative research by collecting data from customer questionnaires. it showed that the most important marketing mix 7P’s factors were product factor. it regards to the bank's credibility reputation.  The factors affecting the decision-making to use this credit product. It founded that the post purchase behavior process was the most important factor that they would come back to service again.  The qualitative research conducted by in-depth interviews with five customers and five business development officers. the most opinions about public relation was not enough and customers have less access to news channels to use this credit product. Solution to the problem was aggressive marketing by approaching the community.