The Development of Marketing Strategy and Distribution Channels through Community Involvement Processes for Lipao Handicraft Products wWaving Product in Nakhon Si Thammarat Province
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Abstract
This research aimed to study the patterns, market situation and presenting the marketing strategy of the Nakhon Si Thammarat Province's products situation. This research adopted the qualitative method. The key information of this study were 20 members of the Lipao production group in the community by using a specific sampling method. The data were collected through documents, in-depth interviews, and small group meetings, also through community participation processes. The semi-structured interview was used as a research tool. Content analysis was conducted.
The findings showed that patterns and market situations of products from the Lipao district, Nakhon Si Thammarat Province, the customer groups have unique characteristics that favor refined and unique products. The product distribution channels mainly come from selling through the store, followed by social media. This makes it possible to design strategies for marketing mix such as product strategies, prices, distribution channels, and marketing promotion. Which each group expert's different skills also used methods vary. During the conduction of the research, some interesting findings were found that each group has a unique set of strategies that can be further applied and can be expanded according to the participatory research process of the community, this also considered to be a strength that can add value to the product of Lipao, Nakhon Si Thammarat Province weaving.
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