Wisdom, Belief, Story of Pickled Catfish in Kreng Sub-district, Cha-uat District towards the Marketing Communications of Create Productive Value”

Abstract

The article aimed to 1) study the wisdom, belief and story of pickled catfish; and 2) find the approaches on adding value to processed agricultural products throughout wisdom, belief and story towards the marketing communications of pickled catfish. This was a qualitative study conducted in Kreng Sub-district, Cha-uat District, Nakhon Si Thammarat Province, with the target group being Srinuan Pla Duk Ra Inter Community Enterprise Group to produce pickled catfish for four people. They were selected by the purposive sampling method. The instruments for collecting data were: 1) a focus group form; 2) an in-depth interview form; and 3) a non-participant observation record form. The researcher analyzed the data using content analysis and narrated with descriptions. The research results were found as follows: 1. Fermented catfish, Kreng Sub-district, Cha-uat District, Nakhon Si Thammarat Province, entrepreneur in the Na or rice field zone of the province. There is wisdom in cultivating catfish naturally and processing them into fermented catfish by presenting the story of the history and the unique recipe of the fermented catfish, which has a sweet, salty taste but is not very salty. It is not harmful to one's health. There is also the learning center of the subdistrict under the brand "Sri Nuan Pla Duk Ra Inter," and 2. Approaches to add value to processed agricultural products through wisdom, belief, and storytelling for marketing communication, for which the research team used participatory research. The entrepreneurs used online marketing communication through the use of images and video clips, print media to provide product information about spatial identity data, and signage media at fermented catfish distribution points to create awareness and recognition of the product, including the use of media activities to promote learning among the community and the general public.