The Development of Trade and Export Potential of Farmers in Village Model for Culturing Freshwater Fish in Nong Khai Province

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Wongtheera Suvannin

Abstract

The purposes of this research were to study the following issues among farmers in the model village: international business strategy, marketing mix, their potentials, international business strategy and marketing mix that affected their potentials, and their freshwater fish trade and export development. This research uses a mixed methodology. As for quantitative research, the population consisted of 987 freshwater fish breeding farmers in the model village registered in the Nong Khai Provincial Fisheries Office. The total sample was 285 people selected using the Multi Stage Random Sampling method, and the number of which was calculated from formula of Krejcie and Morgan. Questionnaire was a research tool to answer research objectives 1 – 4. As for the qualitative research, the target groups were the Chairperson and the Community Enterprise Committee for Freshwater Fish Breeding in Kong Nang Sub-district, Tha Bo District, Nong Khai Province, totaling 20 people selected by using purposive sampling.  In-depth interviews were used to answer the research objective 5.


The result of quantitative research found that 1) Farmers focused on international strategy at a high level, particularly on the aspect of technology development as the top priority. 2) Farmers focused on the overall marketing mix at a high level and the product was the most important element. 3) Farmers had overall potentials at a high level of which experience accumulation was the highest. 4) Market-oriented international strategy and promotion of marketing mix had a statistically significant effect on the farmers’ potentials at the 0.05 level. The result of qualitative research found that the development approach was divided into 3 phases: 1) upstream development, aiming to search for existing problems; 2) midstream development, aiming to build a business strategy from analyzing existing problems; and 3) downstream development, aiming to develop a business strategy to enhance sustainability.

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