The Effects of Management Capability and Marketing Communication on the Economic Strength of Ornamental Plant Farmers in Huai Kaeo Subdistrict, Mae On District, Chiang Mai Province

ศักยภาพการจัดการและการสื่อสารการตลาดที่ส่งผลต่อความเข้มแข็งทางเศรษฐกิจของเกษตรกรผู้ปลูกไม้ดอกไม้ประดับในตำบลห้วยแก้ว อำเภอแม่ออน จังหวัดเชียงใหม่

Abstract

This study aimed to 1) examine the level of management capability and marketing communication of ornamental plant farmers in Huai Kaeo Subdistrict, Mae On District, Chiang Mai Province, 2) analyze the relationships among management capability, marketing communication, and the economic strength of farmers and 3) investigate the influence of management capability and marketing communication on farmers’ economic strength. The research employed a quantitative approach with a sample of 124 respondents. Data were collected using a five-point Likert scale questionnaire and analyzed through descriptive statistics, Pearson’s correlation coefficient, and multiple regression analysis.

The findings revealed that:

1. Overall management capability was at a high level. Adaptability and problem-solving ability had the highest mean score, whereas cost and financial management were at a moderate level. Overall marketing communication was also at a high level, with social media usage receiving the highest mean score, followed by in-store/offline communication and community-based public relations. These results indicate that farmers demonstrate relatively strong management and marketing readiness; however, improvements in cost management and sales promotion strategies are still needed.
2. Management capability was positively correlated with economic strength at the .01 level of statistical significance (r = .64). Marketing communication was also positively correlated with economic strength at the .01 level (r = .72). In addition, management capability showed a positive relationship with marketing communication (r = .58), significant at the .01 level. These findings suggest that enhancing internal capabilities alongside effective marketing strategies plays a crucial role in strengthening farmers’ economic stability and competitiveness.
3. The regression model explained 58.10 percent of the variance in economic strength (R² = .581), with statistical significance at the .001 level. Marketing communication exerted the strongest influence (β = .520), followed by management capability (β = .290). Both variables had significant positive effects on economic strength. It can be concluded that integrating the development of management capability with the enhancement of marketing communication serves as a key mechanism for sustainably strengthening farmers’ economic resilience.