Analysis of Marketing Potential and Community Enterprise’s Products in Chawang District, Nakhon Si Thammarat Province for Exporting

Abstract

This research aimed to 1) explores the marketing potential of community enterprise products in Cha-wang District, Nakhon Si Thammarat Province, 2) conduct a SWOT analysis for these products' export potential, and 3) assess purchase intention while recommending export guidelines. The study employed both qualitative and quantitative methods. In the qualitative method, two groups were sampled. The first group included 10 key informants from 5 community enterprises in Cha-wang District, selected through purposive sampling. Data were collected via semi-structured interviews and non-participant observation. The second group consisted of 7 individuals from government and private sectors involved with the products in Cha-wang District, providing insights for the SWOT analysis. Then the quantitative method, the population of foreign tourists who had purchased or consumed the community enterprise products was estimated using Cochran's formula, resulting in a sample of 385 tourists selected through convenience sampling. These participants completed a questionnaire with a five-rating scale and the data were analyzed using descriptive statistics, nonparametric statistics, and the Chi-square test. The findings revealed that 1) the community enterprises produced goods using local natural resources, but the production processes lacked certification. Marketing efforts were hindered by a lack of unique product characteristics, with many items imitating existing market products. 2) The SWOT analysis indicated that the products' strength lay in their use of local wisdom, while their weakness was the absence of Good Manufacturing Practice (GMP) certification. Opportunities included promotion by government and private organizations, while threats involved export restrictions due to product standards aimed at protecting manufacturers and consumers. 3) Personal factors significantly influenced the purchase intention of five products, with a statistical significance level of 0.05 to strengthen and develop marketing potential. Therefore, we propose the following export guidelines: Produce valuable products for consumers. Develop products to receive standard certification Clearly define the target customer group. and hire middlemen with expertise in exports to act on behalf of group members.