Management of Fruit Prices Decline Problem in Eastern Region

Abstract

           This research aimed to study (1) fruit prices decline problem in eastern region,  (2) the problem of  This research aimed to study (1) fruit prices decline problem in eastern region,  (2) the problem of implementing government policies to solve the fruit prices decline problem and (3) management of fruit price decline problem in eastern region. The study was conducted by qualitative research methodology and in-depth interview was used to collect data from 27 key informants: provincial agriculture office, chamber of commerce officers, local leaders, farmers and middlemen. The qualitative data were analyzed by typological analysis methods.  The study revealed that (1) the fruit price decline problem, caused by fruit oversupply product, product quality, cost of production, weather, productivity and demand, and pricing from middlemen. (2) The problem of implementing government policies to solve the fruit prices decline problem caused by 2.1) government lacks long-term planning, 2.2) the government has complicated regulations, 2.3) collabo-ration and relationship between related organizations. (3) Management of fruit price decline problem as follows: 3.1) production, farmers have to produce quality products respond the consumer needs with GAP quality and farmers have to assemble to be a group, 3.2) marketing, increase sales channels through online and take packaging innovation to maintain the freshness of the export products, 3.3) processing, adding value to the product such as durian powder which can be re-formed, fresh fruit frozen and freeze dried for exportation and 3.4) distribution, to develop logistic system from starting point to destination for maintain the quality of the products to keep freshness, reduce damaged products, and reduce transport time.