Business Management Potential and Entrepreneurial Characteristics Affecting the Success of Mangosteen Businesses in Ko Khan Subdistrict, Cha-uat District, Nakhon Si Thammarat Province

Abstract

     This research aimed to 1) examine the business management potential and entrepreneurial characteristics affecting the success of mangosteen businesses in Ko Khan Sub-district, Cha-uat District, Nakhon Si Thammarat Province, and 2) propose guidelines for enhancing the distribution of mangosteen products in both domestic and international markets. This research employed a mixed-methods design, combining quantitative and qualitative approaches. The quantitative phase involved data collection through questionnaires administered to 30 mangosteen farmers and entrepreneurs, with data analyzed using descriptive statistics and multiple regression analysis. The qualitative phase involved structured interviews with 20 export entrepreneurs and relevant stakeholders, and data were analyzed using content analysis. The quantitative findings revealed that the four dimensions of business management potential (production, human resources, marketing, and finance/accounting) had a statistically significant influence on business success (p < .05). Overall, business success was at a high level, particularly in the customer dimension (M = 3.68) and the internal process dimension (M = 4.03). Regarding entrepreneurial characteristics, proactiveness was identified as a key strength (M = 4.52), whereas a notable weakness was found in risk management (M = 2.95). The qualitative findings proposed the “Cha-uat Model,” a participatory development approach that emphasizes strengthening community capacity across the supply chain, including a distribution model for international markets through five channels: direct sales, market networks, export markets, online platforms, and community-based stores/markets. The study recommends that entrepreneurs enhance their financial management and risk management skills alongside strengthening proactive capabilities. Relevant agencies should facilitate access to funding and business management knowledge, as well as promote the use of technology and diversified marketing channels to improve competitiveness and ensure long-term business sustainability.