The Political Marketing Mix of the Move Forward Party in Constituency 1, Nakhon Sawan Province during the General Election on 14 May 2023

Abstract

This research article aimed to: (1) examine the political marketing mix of the Move Forward Party in the general election in Constituency 1, Nakhon Sawan Province; (2) analyze the relationship between the principles of Sappurisa Dhamma and the political marketing mix of the Move Forward Party in the same election in Constituency 1; and (3) propose guidelines for applying the political marketing mix of the Move Forward Party in the general election in Constituency 1, Nakhon Sawan Province. The research employed a mixed-methods design, consisting of quantitative and qualitative approaches. The quantitative component used random sampling to select a sample of 400 participants from a total of 138,993 eligible voters in Constituency 1, Nakhon Sawan Province, based on Taro Yamane’s formula. Data were collected using a questionnaire, and the statistical methods applied for analysis included frequency, percentage, mean, standard deviation, and Pearson’s correlation coefficient. The qualitative component involved in-depth interviews with 17 key informants, conducted using a structured interview guide, and the data were analyzed through descriptive content analysis. The research findings revealed that the political marketing mix of the Move Forward Party, based on the seven principles of Sappurisa Dhamma, in the general election in Constituency 1, Nakhon Sawan Province, was generally at a high level, with a mean of 4.29 and a standard deviation of 0.26. Overall, opinions regarding the political marketing mix of the Move Forward Party (4Ps) were also at a high level, with a mean of 4.17 and a standard deviation of 0.34. The relationship between the principles of Sappurisa Dhamma and the political marketing mix of the Move Forward Party was statistically significant at the 0.01 level, showing a positive correlation, with an overall high correlation (r=0.737**). Regarding guidelines for applying the political marketing mix of the Move Forward Party in the general election in Constituency 1, the findings were as follows: (1) Product: the Move Forward Party could consider revising or reviewing certain policies; (2) Push Marketing: increasing resources for election publicity to enhance outreach; (3) Pull Marketing: members of parliament should prioritize continuous and comprehensive engagement with the public; and (4) Polling: public opinion surveys should be conducted to cover all relevant dimensions.