Market Opportunity Analysis and Marketing Strategy Development for Community Identity Products: A Case Study of Pa-Kao-Ma Products in Amnat Charoen Province

Abstract

This study aimed (1) to analyze market opportunities for community identity products, specifically Pa-Kao-Ma textiles in Amnat Charoen Province, and (2) to develop marketing strategies aligned with those opportunities. A mixed-methods approach was employed to integrate consumer data with insights from local entrepreneurs under the frameworks of market opportunity analysis and the marketing mix (4Ps). The findings indicate that market opportunities primarily stem from consumers’ perception of community identity. Distinctive patterns and cultural meanings were identified as the leading purchase motives (31%), outweighing price considerations. The core consumer segment consisted mainly of urban, working-age buyers, reflecting expansion potential into metropolitan markets. Regarding marketing strategy, distribution channels received the highest evaluation among the 4Ps (mean = 3.65), followed by price (mean = 3.60), highlighting the importance of accessibility and integrated online–offline channels. Although consumers valued cultural authenticity, purchasing frequency remained relatively low, suggesting that Pa-Kao-Ma is still perceived as an occasional rather than everyday product—revealing both a structural limitation and a strategic positioning opportunity. The study is limited by the use of convenience sampling within a single provincial context, which may constrain generalizability. Nevertheless, it contributes to academic knowledge by conceptualizing “community identity” as a strategic resource that links market opportunity formation with systematic marketing mix design. The proposed community identity–driven strategic marketing model extends existing marketing theory by demonstrating how cultural identity can be transformed into a competitive advantage within localized creative economies.