Development of Commercial Potential and Marketing Strategies of Horathep Community Enterprises Processed Fragrant Taro, Horathep Sub-district, Ban Mo District, Saraburi Province: through participatory action research
Article Sidebar
Main Article Content
Abstract
This research aims to 1) study of consumption behavior of processed fragrant taro products, 2) developed commercial potential, and 3) developed marketing strategies of the Horathep community enterprise processed fragrant taro, Horathep Subdistrict, BanMo District, Saraburi Province. It was research and development using a participatory action research process using the triangle that moved the mountain strategy, which synergied from the power of collaboration, power of support from the government/private sector, and knowledge power, a total of 23 key-informants, and survey from 398 consumers. Data were collected by using questionnaire and focus grop discussion, and analyzed using descriptive statistics and content analysis.
The important findings were: 1) Consuming behaviors of fragrant taro products were at a high level. 2) Able to develop the commercial potential of the Horathep community enterprise processed fragrant taro, That is, the value of the product is wisdom with nutritional value that meets standards. It's a good souvenir. The customer group is people who love health and appreciate local uniqueness. Channels for accessing products at production sites and tourist attractions. Customer relationships are built on maintaining quality standards at affordable prices. Trading partners are souvenir shops. 3) Able to develop 4 marketing strategies of the Horathep community enterprise processed fragrant taro, which are “Fragrant Taro goes beyond" "Fagrant Taro preparation" “Innovative fragrant taroW and “Fragrant Taro withdraws”
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The article to be published in the Burapha Journal of Business Management must not have been previously published in any journal and must not be under consideration by other journals. If copyright infringement is found, or the comments in the articles are contrary to ethics, it is deemed to be the opinion and direct responsibility of the article’s authors, not the opinion or responsibility of the Burapha Business School, Burapha University. Wanting to publicize any content in the Burapha Journal of Business Management, permission must be obtained from the editorial team of the Burapha Journal of Business Management according to the copyright laws.
References
Dararuang, K. (2017). Development of Product Market Strategy for Ban Kao Lame Community Enterprise, Nakhonsawan Province. Suthiparithat Journal, 31(100), 131-140.
Ngernchan, J., Thawipithanun, S., Ngammeesri, L., Singthongchai, M., Sripinthusor, H., & Tangnuancha, P. (2023). Participation in Product Development from Lotus based on Local Wisdom, Thap Krit Sub-district Chum Saeng District, Nakhon Sawan Province. Journal of Academic for Public and Private Management, 5(1), 189-204.
Kaewsawan, C. (2022). Developing the Potential of Product Standards of Community Enterprises Processing Agricultural Products in Bang Khla District Chachoengsao Province. Journal of public administration and politics, 10(2), 92-108.
Phumirat, S. & Wongmuan, N. (2019). Interview. November, 2019.
Petchprasert, N. & Wongkul, P. (2009). Money hunting across the world (4th ed.). Visual Institute.
Thawiphithanan, S., Ngammeesri, L., Ngernchan, J., & Singthongcha, M. (2023). A Study of Product Development and Marketing Promotion of the Center for Community Enterprise the Organic Guava of (Ban Takhro) to Expand Market to the New Target Groups. Journal of Academic for Public and Private Management, 5(1), 173-188.
Phatratkul, S., Sangthongluan, C., Punoiam, K., & Siranwarissara, A. (2023). Development of Marketing Strategies for Community Enterprises in The Processed Food Category from Pineapples in The Lower Central Region Group 2. Journal of Academic for Public and Private Management, 5(1), 64-82.
Margroodthong, P., & Sudharatna, Y. (2021). Consumption Behavior and Purchasing Decisions of Organic Food of The People in Bangkok. UMT POLY Journal, 18(2), 48-61.
Thampramuan, P., & Tekhanmag, K. (2019). A Development of Commercial Potential for Herbal Fish Sausagesof a Community Enterprise“Wiharn Khao Samakkeeagriculturist Housewife Group,” Wiharn Khaosub-District, Tha Chang District, Sing Buri Province. NRRU Community Research Journal, 13(1), 39-53.
Suksawang, S. (2017). Terms frequently used in health reform circles. Office of the National Health Commission.
Chompoopanya, A., & Rojanatrakul, T. (2022), The development potential of the community in Participant Model to Sustainable Tourism Community. Journal of Modern Learning Development, 7(8). 414-430.
Kotler, P., & Keller K. L. (2015). Marketing Management (15th ed.). Pearson.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation A Handbook for Visionaries, Game Changers and Challengers. Hoboken, New Jersey: John Wiley and Sons.
Yamane, T. (1967). Statistics: An Introductory Analysis (2nd ed.). Harper and Row.
