The Development of Distribution Channel: A Case Study of Simmered Pickled Fish of Nikhom Songkroh's Community Enterprise, Udon Thani

Abstract

The objectives of this research are 1) study the problem and guidelines for the development of product distribution of the fermented fish community enterprise, and
2) develop the distribution channel of the community enterprise Plara Lon (simmered fermented fish) Nikom Songkroh’s products which was a quantitative research. The population used in the research was 400 consumers who used to buy products and lived in Udon Thani Province, with a confidence value of 95 percent and a level of error of 5 percent.

The results demographic findings were: The majority were females with 44 – 55 years of age, graduated from high school or equivalent, being general employees, and earning 10,001 – 15,000 Baht. They generally purchased via E-commerce channel such as Facebook, 1-2 times a month, a in consequence, the researchers had discussed with the community enterprise Plara Lon (simmered fermented fish) Nikom Songkroh, which was a small community enterprise, found that the distribution during Covid-19 pandemic struggled for relying on attractive channel. The researchers aimed at the marketing channel development to extend the market and the distribution channel including the community enterprise system’s development for better performance, up-to-date technology, the latest marketing situation to further the products’ value and incomes of suppliers.