Operational Guidelines for Agricultural Product Management of the International Disabled Agricultural Technology Center in Nong Prue Subdistrict, Bang Lamung District, Chonburi Province

Abstract

The objectives of this study were to 1) study the agricultural product management operations of the International Disabled Agricultural Technology Center; 2) study the consumers demand in purchasing agricultural products of the International Disabled Agricultural Technology Center and 3) study guidelines for developing marketing mix strategies for agricultural products at the International Disabled Agricultural Technology Center. This study was a mixed methods study, including qualitative research by in-depth interviews with five executives and staff of the International Disabled Agricultural Technology Center and the population studied was 550 agricultural product consumers according to the customer list of the International Center for Agricultural Technology for the Disabled, using a questionnaire with a sample group of 60 consumers, selected purposively. Statistics used in data analysis include frequency, percentage, mean, and standard deviation, and content analysis was used to analyze qualitative data.

The results of the study found that: 1) Agricultural product management operations found that the organization assigned disabled people to grow vegetables together with staff who acted as chaperones to take care of them throughout the production process. After harvesting, all produce will be packaged and sold in front of the organization. Stickers with the organization's slogan were put up. to show the origin of the product by setting product prices according to market prices. For distribution, there are 2 channels, both online, including Line groups of private companies. Group of disabled people attending training and offline, such as in front of the center. 2) Consumer needs in purchasing agricultural products, it was found that most of the sample group had an overall average desire to purchase agricultural products at a high level. Classified by aspect, the sample group gave importance to the highest level including the payment channels, both cash and scanning through the application. At a high level, including receiving care and attention from sales staff, reliable produce and the price of the vegetables sold is appropriate to the quality. 3) Guidelines for developing marketing mix strategies include Product; produce freezers should be provided to extend the life of the produce, and expedite the process of applying for organic agricultural standard certification. Price; a strategy should be used to set prices above those of competitors. Place; should increase distribution channels by adding branch stores. Promotion; should be used according to the situation/festival by using mass public relations together with a network of corporate partners.