กลยุทธ์การส่งเสริมการตลาดแบบปูพรมเพื่อสร้างการรับรู้และเพิ่มยอดขาย บริการจัดส่งสินค้า

Nichapa Lachan; Sittiphat  Lerdsrichainon

Authors

Nichapa Lachan Master of Business Administration Program in Business Innovation and Management, Faculty of Business Administration, Panyapiwat Institute of Management
Sittiphat Lerdsrichainon Faculty of Business Administration, Panyapiwat Institute of Management

Keywords:

customer awareness, delivery service, blanket marketing promotional strategy, integrated marketing communication, consumer behavior

Abstract

This study aimed to: 1) examine customer awareness of delivery services after implementing a blanket marketing promotion strategy, and 2) investigate trends in delivery service usage and sales following the implementation. The sample consisted of 372 residents from three study areas. Data were collected through an online questionnaire between January and April 2026. The questionnaire was reviewed for content validity by three experts, yielding an average index of item-objective congruence of .97. Data were analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that the majority of respondents (358 respondents, representing 96.24%), had previously used delivery service. Among these users, 47.76% reported using the service more than five times per week. Overall customer awareness of the delivery service was at the highest level, with awareness of ordering channels receiving the highest mean score. Overall opinions towards the components of the blanket marketing promotion strategy were also the highest level. Online communication and employee recommendations were rated at a high level. Following the implementation of the strategy, average daily sales increased from THB 3,978 to THB 8,705, representing an increase of 118.83%. In addition, the average number of daily service bills increased from 25 to 57, an increase of 128.00%. These findings indicate an upward trend in service usage and sales after the strategy's implementation. However, the results are based on descriptive analysis and do not establish a direct causal relationship.

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