Increasing Value of Sai Aua Pla Nil Products of Phayao Wellness Enterprise Group in Dokhamtai Subdistrict, Phayao Province
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Abstract
This article describes the collaboration with the Phayao Wellness Community Enterprise Group in enhancing the quality and marketability of their Sai Aua Pla Nil products, a Northern Thai sausage made with Tilapia fish. Focusing on taste, appearance, color, and size, the enterprise seeks to better align its offerings with consumer preferences. The project aims to improve the products' quality and introduce innovative marketing strategies to attract more consumers and expand distribution channels within Phayao province. Through comprehensive market surveys emphasizing taste, nutritional value, and safety, consumer preferences were identified, highlighting the importance of a lack of fishy smell and a tender texture in the fish meat. The research involved studying the community context, process management innovations, and marketing strategy development. As a result, the production costs per unit decreased by 6.18%. To boost consumer awareness and engagement, the enterprise improved its product logo, focused on online channels through a dedicated Facebook page, and established on-site sales in the Kwan Phayao Lake area. Collaborations with government and private sector networks, including the Phayao Provincial Commerce Office, Phayao Chamber of Commerce, and local restaurants, have expanded marketing efforts, leading to a 200% increase in income for the Phayao Wellness Community Enterprise Group.
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