The Development of Model on Organic Agriculture Market Management in Accordance with Creative Economy by Internet Marketing

Abstract

The objectives of this research were 1) to explore performance condition, best practices, factors or criterions that effect and needs to the organic agricultural marketing management in accordance with creative economy by internet marketing. 2) to develop the model of the organic agricultural marketing management in accordance with creative economy by internet marketing. 3) to try out the model. The research methodology was research and development. The findings of the research were as follows:

The most of the 55.20 percent of farmers sell their produce to cooperatives/organic farming groups and emphasis was on controlling the production process in accordance with organic farming standards (IFOAM). The pricing depended on quality of output. The farmer needed to marketing management as follows: promotion distribution pricing and product and use the Internet media such as Facebook, Line, Blog and Website. The TOPWAS Model were 3 components: 1) Management Factors 2) Management Processes 3) Marketing Management result. There were 6 marketing management processes: Target Market, Organic Certificated, Presentation, Wisdom, Added Value, Story. Which had planning and activity creating related to integrated marketing management concept and internet marketing. 

The results revealed that in the knowledge assessment, the organic farmers had the post-test scores in overall and in each unit higher than the pre-test ones at the .05 level of statistical significance. The skill assessment in marketing planning, creativity and the possibility were at the moderation level and the attitude assessment on the “TOPWAS Model” were at the high level. The lesson learned by After Action Review (AAR) the farmers suggested that should be work shop and to have mentors to do internet marketing.