The Participation of Nakhon Ratchasima Province Disability Association in Creating the Marketing Communication to Add Value to the Processed Mushroom Products and Increase the Community Income

Abstract

The research entitled “The  Participation  of  Nakhon Ratchasima  Province  Disability Association in Creating the Marketing Communication to Add Value to the Processed Mushroom  Products and Increase the  Community  Income” was objected to 1) study the context of the processed mushroom products of Nakhon Ratchasima  Province Disability Association 
2) to create the  marketing communication media models for the processed mushroom products of Nakhon Ratchasima Province Disability Association the Disability Association’s products The qualitative methodology; the in- dept interview, was conducted with 5 key informants ; the  President of  the Disability  Association in Nakhon Ratchasima  Province and  the manufacturers.  Moreover, the focus group was operated  with  15 members  of  the  association. The results  were synthesized  to  design the marketing  communication media models for the processed mushroom products of Nakhon Ratchasima  Province  Disability Association.

The results revealed that 1) the association had the potential in mushroom – farming and mushroom processing  to  be  the  products  for  sale; the  mushroom- chilli paste, the  herb and mushroom paste, , the  super hot chilli mushroom paste, three flavors mushroom paste, and mushroom crackers. The strong points of the products were free  of  preservative and  vegetarian  food.  On  the  contrary,  the  weak points were the  stale  products  after the long storage, the lack  of  the package  design  together  with  the  logo. However, the products  had  the  opportunity  to  grow in the vegetarian food market. While  the  obstacle   was  the  inadequate laborers. Moreover, it was found that there were lack of continuing production and inadequate budgets.
2) the marketing communication media models for the processed mushroom products of Nakhon Ratchasima  Province  Disability Association; the logo, the sticker labels , the packaging, the QR code, were invented by the participation of the Disability  Association’s members. The objectives were to build the brand recognition and to differentiate the processed mushroom products of Nakhon Ratchasima Province Disability Association. Finally, the results  of  the  research  can  add  value  and  increase  the  income  of  the  community.