The study of marketing mix strategies to increase the usage of QR Code Payment Of Nong Hom Chang on stores which participating in the BAAC’s project

Abstract

This research aimed to study marketing strategies for increasing usage of Nong Hom Chang, QR Code payment application, among the membered stores to Bank for Agriculture and Agricultural Cooperative (BAAC) program. The research found that customers did not much interest for using this application. This caused the low numbers of users of  Nong Hom Chang QR Code payment application. Therefore, the researcher identified the root causes of low numbers of users of Nong Hom Jang QR Code payment application. Four Hundred and twenty questionnaires sent to the users who currently use Nong Hom Chang QR Code payment application and live in Bangkok. The result revealed that the population of this study mostly were female age between 31-35 years. Their education level was in bachelor degree and most of them were the employees in private company who had salary between 20,001 – 30,000 THB. For factors related customers’ behaviors for using QR code payment service, this study pointed out that the participants in this study derived the information mostly from social online channel. They used the QR code payment application 1-3 times per week. The value for spending via QR code service was between 1-300 THB. Furthermore, this study also showed that Mae Manee, QR code payment application from Siam Commercial Bank, was widely used among the participants in this study. Most of them used QR code payment application in restaurant. The reasons for choosing the QR code payment application were easy to use and can be used 24 hours. For the market mix factor related to customers decision making to use QR code was cost since this application has no application fee.  Secondly, the product was easy to use and prompt response. Thirdly, the channel of using this application especially in the terms of this application was covered many shops and support payment function through QR code. Lastly, the factor of marketing promotions and benefits such as discount from membered stores,etc. The average of percentage of factors affected the usage of Nong Hom Chang QR Code payment application was 4.25, 4.22, 4.15 and 4.13, respectively. For the satisfaction factor, the data showed that the customers were satisfied to use QR code payment application in the highest level. In addition, the data collected from in-depth interview indicated that the factors related to the low numbers of usage of Nong Hom Chang QR Code payment application were the small numbers of shops who support Nong Hom Chang QR Code payment application and not cover to every area, lacking of public relation and communication; and rarely have marketing promotion to encourage users to use Nong Hom Chang QR Code payment application. These made users unaware of the existence of  Nong Hom Chang QR Code payment application. The researcher reviewed the result of study and planned to improve the strategies for increasing usage of Nong Hom Chang QR Code payment application by planning and providing more public relations and communication to users and launch the marketing promotion programs to attract users in wider customers target group. The researcher expected that the result from the mentioned strategies would help to increase the usage of Nong Hom Chang QR Code payment application to meet the bank target and expand the customers base to new group of users to more use Nong Hom Chang QR Code payment application