Guidelines for Developing Marketing Channels to Supermarkets and Community Tourist Attractions for Mangoes and Mango Products in Chachoengsao Province

Abstract

These purposes of research were to study marketing channels, guidelines for developing marketing channels to supermarkets, community tourist attractions for mangoes and mango products in Chachoengsao Province, using qualitative research. A semi-structured interview was used to collect data. The sample selected using specific sampling was supermarket informants in Bangkok and Chachoengsao, entrepreneurs selling mangoes and mango products in community tourist attractions in Chachoengsao Province, middleman selling mangoes and mango products to the supermarket, and mango growers producing mango products in Chachoengsao Province. Data were analyzed using content analysis.

            In results of the research, there were 3 marketing channels to supermarkets and community tourist attractions for mangoes and mango products in Chachoengsao Province including 1) selling to supermarkets by farmers and supermarkets as distributors to consumers; 2) percentage sharing from sales revenues to supermarkets; and 3) distribution according to the supermarket policies. For community tourist attractions, there were 2 marketing channels for mangoes and mango products in Chachoengsao Province; 1) the farmers were the direct distributors to the consumers; 2) the middlemen were the distributors to the consumers. There were 3 guidelines for developing marketing channels and creating marketing channels for supermarkets and community tourist attractions including 1) increasing activities/exhibitions on mangoes and good products of Paetrew; 2)selling in supermarkets and tourist sites outside of Chachoengsao Province; and 3)selling in supermarkets with supermarket policies.