Determinants of Marketing Performance on Durian Product for Exporting: Study in South of Thailand

Abstract

Thailand is the major exporter of durian products worldwide. Durian is the most important fruit and it’s called the king of fruits in Thailand. The economy of Thailand majorly bases on the exporting of durian to other related countries. The major objective of this study to find out the determinants of marketing performance that affect the durian product exporting in the south of Thailand. Respondents of this study are employees working in exporting companies working in the south of Thailand. Data is collected through a drop-down survey method and a questionnaire is used. After it, Smart PLS used for analysis. Results revealed that determinants of marketing performance like (Product capability, Promotion, and Distribution capability) have a positive, significant impact on exporting of durian. Two mediators including attitude towards exporting have a positive effect but the second motivation to export has no effect on durian export. Attitude towards exporting mediates the relationship between distribution capability and exporting of durian. Motivation to export has no mediation between promotion capability and export of durian. The study recommends to exporters that for increasing export to other countries they should focus on marketing performance determinants.