The Promotion and Development Process for Grassroot Economic Products in Thai Chana Suek Sub-district, Thung Saliam District, Sukhothai Province

Abstract

This research aimed to study the promotion and development process for products from folk wisdom in Thai Chana Suek Subdistrict based on community participation, along with the assessment of social return on investment (SROI). An interview form, a survey form, and a questionnaire were used for data collection. The samples were selected by purposive sampling, i.e., 3 from the fabric weaving group, 3 from the sugar palm leaf wickerwork group, and 100 consumers. The data was analyzed by percentage, mean, and standard deviation. The research results showed that the guidelines on product promotion and development process were divided into 6 aspects, i.e., 1) community context; 2) the analysis of community cultural products; 3) conceptualization and test; 4) prototype development; 5) marketing strategies; 6) and assessing social impacts of investment at 20.59. Consumer satisfaction toward product design in terms of utilization, attractiveness, shapes, and forms was high (x̄ = 4.19, S.D. = 0.46).