Developing Value Chain Capabilities for Traditional Thai Homemade Dessert Products : A Case Study of Dok Jok Snacks in Chang Klang District, Nakhon Si Thammarat Province
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Abstract
This research article aims to 1) study the value chain of traditional local dessert products, and 2) develop and evaluate the value chain development of traditional local dessert products in Chang Klang District, Nakhon Si Thammarat Province. A mixed-method research approach was employed. Key informants included members of the Ban Khanom Nong Kung Group, community leaders, shop representatives, and customers. Twenty participants were selected through purposive sampling. Data were collected through interviews and focus group discussions. The sample group for the quantitative study consisted of 400 customers selected through accidental sampling. Data were collected using questionnaires. Statistical analysis included percentages, means, and standard deviations.
The study results revealed: 1) In the value chain of traditional dessert products, all 8 members participate in every step from sourcing raw materials to distribution. They produce 5 days/week, distributing 70% to wholesalers and retaining 30% for retail. Despite weaknesses in packaging, labels, and branding lacking distinctiveness, the group shows care through after-sales service for broken products and uses Line and TikTok for communication and marketing. 2) Value chain development focused on modernizing packaging to extend product shelf life, reduce transportation damage, and increase online distribution channels. 3) The evaluation of value chain development showed the highest consumer satisfaction and improvements across all perspectives: customer, financial, internal business operations, and learning and growth. Government agencies can use these research findings as guidelines to support marketing, brand building, and community product marketing promotion projects to increase income, create jobs, and preserve local wisdom.
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