LEVERAGING SMART FARMERS’ INCOME THROUGH MARKETING MANAGEMENT OF SAFE VEGETABLES IN NAKHON PATHOM PROVINCE
Keywords:Smart Farmers, Multi-Channel Marketing, Marketing Management
The objective of this research was to study smart farmers’ income through marketing management of safe vegetables in Nakhon Pathom Province. The data was collected from 3 operators and 750 customers who bought safe vegetables via an electronic commerce system. The research results revealed that: 1) The decision made to buy the safe vegetable through multi-channel marketing stems from the combined influence between the e-marketing mix and technology adoption with statistical significance. 2) In order to deliver to consumers in a timely manner, a safe vegetable delivery system and standardized packaging for safe vegetable delivery should focus on maintaining freshness, cleanliness, and product quality. 3) The development of a safe vegetable traceability system among smart farmers in Nakhon Pathom Province must focus on making QR code to provide complete information at every step from upstream to downstream of the cultivation process, maintenance, and harvesting, ready to deliver to consumers. 4) Online marketing channels will reduce the number of middlemen while increasing the value of safe products. For offline marketing, farmers sell products in the market by themselves. The emphasis should be placed in the form of contract farming. Furthermore, 5) the proactive marketing media public relations strategy for safe vegetables in Nakhon Pathom Province should focus on the creation of brand communication on the safe vegetables to be recognized, remembered, and trusted.
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