INTERNATIONAL MARKETING COMMUNICATION OF THAI PRODUCTS AT THAI TRADE EXHIBITION IN THE SULTANATE OF OMAN

Abstract

: The Objectives of this research, International Marketing Communication of Thai Products in the Sultanate of Oman are 1) to study marketing communication in the Sultanate of Oman, 2) to study media exposure and social media application behaviours of the Omani, 3) to study the perception and expectation of Thai product and Thai Trade Exhibition of Omani consumers. The result of this study shows that People in Oman have a high trust of the quality of Thai products that reach international standards and the attractiveness of the packaging design. The overall satisfaction of “Thai Trade Exhibition 2019” is also at the high level, majority of the samplings collected in the fair opt to come back to the next season of Thai Trade Exhibition in Oman. Islamic culture has played an important role on international marketing communication. As word – of – mouth has been seen as one of the most powerful marketing tools in Oman, yet according to this research found that Arabic “Online Social Media Influencer” and “Key Opinion Leader” (KOL) are the most impactful marketing tools in Oman. Omani consumers tend to be more attracted to VDO content via Facebook & Instagram stories, Snapchat & Youtube VDO's more than picture contents. Moreover, Halal trust mark is seen as the key to create trust which is the key to success in doing business with Omani. Halal trust mark does not only certify that the products can be consumed for Muslims, but it certify the process in making of those products that it is able to be used by Muslims as well.