Search engine optimization (SEO) and the Thai hardware market

Name: Phusana Wattanawekin

keyword: Hardware market

; Hardware products

; Search engine optimization (SEO)

; Influencing factors

; Purchasing behavior

Abstract: Hardware industry is one of the major key competitive industries of Thailand. It constitutes a major share of Thai economy (Economic, Business Economic foundation Research Institution, 2016). The word "hardware" in this research study refers to product categories related to fasteners, bolts and nuts, industrial supplies, construction materials, machine parts, etc. By the rapidly changing technology of this era, this market could be significantly impacted by it. Studying changes of consumer behavior from the influences of the technology is relatively crucial for marketing managers and business. Furthermore, Search Engine Optimization is another important area to this hardware market as Thai people in general search information on the internet by the use of search engine platforms. As a result, this research was carried out to study the behavior of consumers in the hardware industry to an influence of the internet. Furthermore, it studied the field of Search Engine Optimization (SEO) in terms of how to effectively plan and implement SEO. There were six main objectives to achieve in this research study. First, it was to study consumer purchasing behavior in the hardware industry to a change of the Internet. Second, it was to identify key factors affecting online purchasing decision. Third, it was to establish buying decision process of the consumers. The fourth objective was to study the importance of Search Engine Optimization. Fifth, the research aimed to study methods used for implementing Search Engine Optimization. Finally, it was to explore factors affecting website ranking on the search engine website. The methodology used to collect information was market research. Both qualitative and quantitative methods were implemented. To collect data regarding the hardware market and the importance of SEO, secondary research and in-depth interviews were conduct at the outset. Subsequently, the information from the previous work were used as a basis for designing questionnaire which disseminated to respondents to collect quantitative data.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hoffman, K. Douglas

Role: advisor

Created: 2017

Modified: 2021-04-22

Issued: 2021-04-22

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.492

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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