MARKETING MECHANISM OF DANG-SAIM TURMARIC BY COMMUNITY ENTERPRISES OF KHAO-CHAKAN DISTRICT, SA KAEO PROVINCE ศึกษากลไกการตลาดของขมิ้นพันธุ์แดงสยามของกลุ่มวิสาหกิจชุมชน อำเภอเขาฉกรรจ์ จังหวัดสระแก้ว

Abstract

The purposes of this research are: 1) to study the affecting factors marketing of Dang-Saim Turmaric by Community Enterprises of Khao-Chakan District, Sa Kaeo Province; and 2) to present the marketing mechanism of Dang-Saim Turmaric by Community Enterprises of Khao-Chakan District, Sa Kaeo Province. This research was a qualitative research and using in-depth interview tools with sampling researching amount 17 key informants that can be divided into two groups as: the representatives of community enterprise groups and the official and related person of Khao Chakan District, Sa Kaeo Province. The data presentation is based on content analysis, descriptive statistics, and descriptive writing to propose the suitable marketing mechanism of Dang-Saim Turmaric by Community Enterprises.

The finding of research showed: the affecting factors marketing of Dang-Saim Turmaric can be divided into two opinions:1) the opinions of community enterprises, the members must be participated in the division of responsibilities, help to select the Dang-Saim Turmaric as high curcuminoids, help to prevent exploitation with setting product price and distribute produce to Champ of Champ Innovation, Thai Herbs Pharmaceutical organizations, hospitals and creative distribution channels for selling, processing goods to sale as consumables and household consumption; and 2) Opinions of related groups in the area as government and private agencies that will provide assistance, formulating policy of government and local government to get income, pushing to be network for distribution of products, reducing the marketing gap that sellers can sell directly to consumers with online and local, and must cultivate community consciousness to creative ideas for processing Dang-Saim Turmaric with modern design packaging to step into the domestic and international markets, that can be pride for community.

The marketing mechanism of Dang-Saim Turmaric by Community Enterprises can be classified according to 4P Model as marketing system as follows: 1) Products, it must come from a group of farmers who come together to develop creative produce with the best quality and value creation; 2) Price, the community enterprise unions can have bargaining power and prevent price fraud and con be processed and directed selling to consumers; 3) Place, the selling can be sold directly to consumers, to be sold a group of merchants, to be brought for processing for selling online and local and to sold into the network; and 4) Promotion, the government should promote the communities for getting income, to be strength community model and unity and develop a career in the form of SMEs on social capital and local wisdom in agricultural way and to drive the products of community enterprises to the international market.