PDB marketing strategy of bamboo shoots and vegetables for members of Khuan Niang agricultural cooperative limited, Khuan Niang district, Songkhla province

Abstract

          The objectives of this research were to study market demand and consumer groups of vegetables and bamboo shoots who purchased vegetables and bamboo shoots from the market, the differences of vegetable and bamboo shoot products with
competitors in the market, and the brand of vegetable and bamboo shoot products
including branding and packaging design for vegetables and bamboo shoots for members of the Khuan Niang Agricultural Cooperative, Khuan Niang District, Songkhla Province. The study was qualitative research. There were 4 specific target groups: Group 1, 6 vegetable and bamboo shoot shops, Group 2, 6 restaurants that bought vegetables and bamboo shoots for sale, Group 3, 6 members of vegetable and bamboo shoot cooperatives, and Group 4, 25 members of the vegetable growing cooperative group. The last group was divided into subgroups of 10, 10 and 5 members. Data were collected through a
participatory meeting.

          The findings revealed that the first rank demand consisted of Rough Giant bamboo shoots and sweet bamboo shoots. The second rank demand for vegetables included kaffir lime leaves and eggplants, and the third rank included Paco fern, coconut shoots, and banana stalks. As for the major difference, it was found that the members of the Khuan Niang Cooperative were less productive. Therefore, the bargaining power in the market was not so much. For the brand of the product and suitable packaging to create added value, there are many ways that the members of the Khuan Niang Agricultural Cooperative should do. 1) They should set their products at a low price. 2) They should use plastic boxes. 3) They should use plastic bottles. 4) They should use vacuum packing. 5) They can use zip lock bags. 6) They should also use zip lock paper bags for all types of packaging.