The development of the pa khao ma (Thai Loincloth) for community Ban Songo Pa Khao Ma producer group in order to meet market demands

Abstract

This is a qualitative research investigation using a community participatory action research methodolody. The aims of the investigation were 1) to study the current conditions, problems and needs of entrepreneurs and the market; 2) to research, test and develop the production process of the pa khao ma (loincloth) to meet quality demands of the market; and 3) design and develop pa khao ma patterns to meet market demands. The research sample was identified through purposive sampling as the Ban Songo Pa Khao Ma Producer Group, Ho Kham Sub-District, Mueang District, Bueng Kan Province. The results revealed four problems with the current conditions of pa khao ma loincloth manufacture: 1) there are high levels of competition in the market for traditional pa khao ma; 2) prices are relatively low; 3) the number of producers is declining each year as the monetary rewards are insufficient for household upkeep; and 4) there is limited product development to meet changing market demands. It was found that manufacturers want to enhance product quality by working with color schemes that correspond to the needs of the customer and by adjusting the products to take new forms that suit new uses in society. Therefore, the researchers developed a process for producing pa khao ma of increased quality that is more in line with market demands. This was achieved by developing techniques for natural dyeing, namely: 1) developing raw material quality by changing chemical dyeing to natural dyeing and using ingredients that are readily available in the local area as raw materials for coloring; and 2) developing new pattern designs for pa khao ma by building on the production skills reflected in traditional fabrics and adding new patterns that are in line with modern consumer needs. Furthermore, the researchers designed new layouts, taking into account the suitability for further processing. This resulted in three new fabric patterns that were tested in the market with 21 consumers. All three new pa khao ma satisfied consumers to a ‘good’ level (x̅ = 4.33), were found to be useful (x̅ = 4.52) and were made from suitable materials (x̅ = 4.52). Feedback from these tests were used to further develop the product production process. The developed fabric was then processed as several different types of product for the market, including scarves, shawls, shirts, trousers and casual wear suitable for people in modern society. Simultaneously, the brand was developed so that consumers would recognize the style and uniqueness of the product. From following up on the development results and providing additional advice and consultation, it was found that after the improvement and development in the years 2018-2020, there were promotion activities from various agencies. These resulted in the Ban Songo Pa Khao Ma becoming a famous fabric in the province and at the national level. The producers developed new pa khao ma patterns and received a lot of attention from consumers. In addition, the producer group has been continuously invited to exhibitions at provincial and national levels and has had work published online and in many books.