Development Potential of the Mangosteen Marketing Business Management in Ko Khan Subdistrict, Cha-uat District, Nakhon Si Thammarat Province
Article Sidebar
Main Article Content
Abstract
This study’s purpose is to develop the potential of mangosteen marketing business management of Ko Khan Subdistrict, Cha-uat District, Nakhon Si Thammarat Province in the dimensions of branding, website design, and an online manual for sorting mangosteen.
The researcher employed mixed research, which included qualitative research, participatory research, and quantitative research. Targeted audiences of the research include 1) 30 key informants coming from four clusters of mangosteen entrepreneurs (chairmen, committee members, and members); 2) three qualified people to evaluate branding design; and 3) a group of product buyers, who are 20 export operators (Long) and 10 members of the group.
An analysis of the obtained data revealed that the most appropriate aspect of branding design, based on the third assessment, is its beauty, suitability of colors, the possibility of manufacturing reality, response to actual use, and suitable size.
The assessment of the satisfaction of the export operators revealed that they are satisfied with the branding design, with an average level of satisfaction (at 4.29). An overall satisfaction towards both website usage and the creation of a mangosteen sorting manual attains the highest level, at 4.24 and 4.49, respectively.
Article Details
All submitted articles are subject to academic validation by qualified experts (peer review). The opinions expressed in each article of this publication are those of the authors themselves. The editorial board holds no responsibilities on them and does not reserve the copyright for academic use with the condition that the reference of their origin is cited.
References
Boonnum, J. (2016). Value chain assessment for mangosteen in nakhon si thammarat province (Master’s thesis). Chulalongkorn University, Bangkok. [in Thai]
Division of Agricultural Policy and Development Plan. (2017). Report of the agricultural economy in the 3rd quarter of 2017 and Trends in 2017. Retrieved from http: //www.Oae.go.th. [in Thai]
Geyskens, I., Keller O. K., Dekimpe G. M., & Jong D. K. (2018). How to brand your private labels. Business Horizons, 61(3), 487-496.
Jatupoom, C. C. (2013). Website customization to support world university website rankings: Case studies, faculty of information science website mahasarakham university. Journal Technology Mahasarakham Academic, 25(9), 245-252. [in Thai]
Kentie, P. (2002). Web design tools and techniques. Berkeley, CA: Peachpit.
Khachanenun, N. (2009). Strategic management (5th ed.). Bangkok: Se-Education. [in Thai]
Knapp, D. E. (2000). The brand mindset. New York: Prentice Hall.
Ministry of Agriculture and Cooperatives. (2019). Strategy 2: Promotion of efficiency in agricultural production and upgrading to international standards with research, technology and innovation. Bangkok: Ministry of Agriculture and Cooperatives. [in Thai]
Neumeier, M. (2003). The brand gap. Boston, MA: New Riders.
Phakhaphaswiwat, S. (2008). Strategic management (18th ed.). Bangkok: Amarin. [in Thai]
Poolsawat, B. (2011). iMarketing: Changing the marketing dimension to the digital world augmented reality (10th ed.). Bangkok: Pro Vision. [in Thai]
Sklar, J. (2003). Principles of web design (2nd ed.). Boston, MA: Thomson/Course Technology.
Tangrujikul T. (2017). Development of electronic commerce system for local wisdom product management: A case study of Na Muen Si woven cloth group Trang province (Research report). Songkhla: Hat Yai University. [in Thai]
Theepaparn, P. (2008). Strategic management (10th ed.). Bangkok: Amorn Press. [in Thai]
Thongboonch, G. (2020, January 15). Village headman. (Interview) [in Thai]
Wan-udomdechachai, S. (2013). Strategic management (5th ed). Bangkok: Sam Lada. [in Thai]