Development of Distribution Channels for Community Product of Elderly School Members in Hua Ngom Subdistrict, Chiang Rai Province
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Abstract
The community products crafted by elderly members of Hua Ngom Sub-district School in Pan district, Chiang Rai province of Thaialnd, are manufactured and distributed within the local community, exclusively catering to its members. Nonetheless, a lack of engagement with external markets and the absence of a comprehensive marketing strategy are apparent. Consequently, this research endeavors to establish distribution channels for the community products fashioned by the elderly members of Hua Ngom Sub-district School in Pan district, Chiang Rai province. This pursuit employs a participatory research approach, engaging the management team, elderly students, a group of community product producers (comprising 20 individuals), and agricultural product consumers in Chiang Rai province (totaling 400 participants). The research process encompasses the following steps: 1) Assessment of the potential within the elderly group in Hua Ngom sub-district, 2) Examination of consumer behaviors, 3) Cultivation of knowledge and marketing management tailored to community products and 4) Development of marketing management for community products. The outcomes of this study serve as a blueprint for steering and promoting the community products of the elderly group within Hua Ngom Sub-district School in the subsequent ways. In the short term, our approach involves constructing a well-defined management framework for each department, raising group awareness through online social platforms such as Facebook and LINE, cultivating trust, and enhancing the group’s product appeal through strategic branding. The initial target market will be the local community in Pan District, including venues such as Pracharat Market, distribution points, product exhibitions through networking, and online sales platforms. Additionally, opportunities regarding members of Hua Ngom Sub-district School and bedridden elderly individuals at the Quality-of-Life Development Center in Hua Ngom Sub-district will be explored. The long-term plan is to establish partnerships with community markets such as hospitals, food delivery services, and nearby hot pot restaurants. It is anticipated that these initiatives will result in a projected revenue increase of 40.84%.
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