Sri Gunawan and C.-J. Shieh and C. C. Chiang (2014) Exploding the critical success factors in micro-enterprises of practicing direct marketing. Journal of Environmental Protection and Ecology, 15 (3). pp. 1358-1366. ISSN 1311-5065

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Abstract

Under unfavourable economic outlook, the promotion of personal economy is the mostly concerned issue of the public. Some people are satisfied with just having a job, while the others select to start a business. Micro-entrepreneurs therefore are currently the most popular topic. There are certain risks in starting a business. Effective communication with purchasers via direct marketing and having consumers respond to advertisement through various media are critical for micro-enterprises. Not only is the restriction of space and time broken, without being affected by traditional stores, but transaction could also be preceded by staying at home for 24 h. Favourable communication and long-term relationships with customers could be established through media, such as TV, broadcast, cable TV, personal and family computers, and Internet in order to become a successful entrepreneur. These are the key points in this study. Leng Tih Tang bakery is discussed as the research subject in this study. Total 150 copies of questionnaires are distributed, and 86 valid copies are retrieved, with the retrieval rate 57{\%}. The research result shows the top five evaluation criteria, within 10 criteria, emphasised by the experts as external factor (weighted 0.217), product characteristics (weighted 0.174), managerial factor (weighted 0.116), demographic variables (weighted 0.098), and marketing skills (weighted 0.086).

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