STRATEGY FOR THE DEVELOPMENT OF THE MODERN ORGANIC RICE MARKET OF ORGANIC RICE FARMERS IN UDON THANI PROVINCE

Abstract

The objectives of this research article were to study of problems in the development and to formulate a Strategy for The Development of the Modern Organic Rice Market of Organic Rice Farmers in Udon Thani Province in 2 phases. Mixed methods research. Phase 1: The populations 161 peoples, tools used the questionnaire. Phase 2: 2 steps: Step 1: create a draft Strategy for the Development of the Modern Organic Rice Market of Organic Rice Farmers in Udon Thani Province.The target group is 17 peoples. The research instruments used and semi-structured Interview. The Step 2 Confirm the strategy of developing a new era of organic rice market among farmers growing organic rice. Udon Thani Province. The target group is 30 peoples, the research instruments used the feasibility and feasibility assessment form. The data was analyzed statistics including: frequency, percentage, mean and standard deviation. Summary. The research results showed that: the problems in the development of the Modern Organic Rice Market of Organic Rice Farmers in Udonthani Province, 1) distribution, 2) use, 3) product,                   4) marketing promotion, 5) use of salespeople, 6) price, 7) news and                   8) packaging. Strategy for The Development of the Modern Organic Rice Market of Organic Rice Farmers in Udonthani Province Achieved the vision, mission, goals and 5 strategic which were 1) Develop a distribution system to be modern and appropriate, 2) the use of power to have the power to negotiate, 3) Develop products to have a variety of products that meet the needs of buyers, 4) Develop modern marketing promotion and 5) Developing sellers' potential to sell organic rice products with efficiency. When confirming the strategy, it was found that the overall was appropriate. And the possibility of the high level, the mean higher than 3.51 is considered to pass the assessment criteria.