The Enhancement Product of Hom Mali 105 Rice Flour Through a Participatory Action Research Process in Ban Lao Community, Nong Kae Subdistrict, Mueang Roi Et District, Roi Et Province
Article Sidebar
Main Article Content
Abstract
Community enterprises in Thailand often struggle with limited product innovation and weak marketing strategies, leading to low competitiveness and unsustainable growth. This study addresses this gap by focusing on the Ban Lao community enterprise producing Hom Mali 105 rice flour. The research aimed to evaluate management potential, develop a prototype product, apply the marketing mix (4Cs), design a Business Model Canvas, and examine the relationship between management capacity and marketing strategies. A mixed-methods approach was employed: qualitative data were collected through interviews with 46 members, a two-month product development experiment with 25 participants, and focus group discussions with 60 stakeholders, while quantitative data were obtained from 400 consumers. Results indicated that the enterprise demonstrated strong management capacity and that prototype product development was effectively driven by participatory processes. The marketing mix and Business Model Canvas were both rated highly, reinforcing strategic planning and community engagement. Statistical analysis confirmed that management capacity significantly correlated with and influenced the marketing mix, particularly in areas of customer service, reputation, product value, quality of life, and environmental factors. These findings highlight that strengthening management potential and integrating participatory approaches are critical for enhancing competitiveness and sustainability of community enterprises.
Article Details
References
Akamavi, R. K., Mohamed, E., Pellmann, K., & Xu, Y. (2015). Key determinants of passenger
loyalty in the low-cost airline business. Tourism Management, 46, 528–545.
Akgün, A. E., & Polat, V. (2022). Strategic orientations, marketing capabilities and
innovativeness: Adaptive approach. Journal of Business & Industrial Marketing, 37(4),
–931.
Amornpinyo, S. (2021). Enhancement the creative products by participatory action research
community enterprise group, Ban Kong Nang Farmer Housewives Group, Tha Bo
District, Nong Khai Province. Journal of Management Science Udon Thani Rajabhat University, 3(6), 103–121.
Anukun, M. (2023). Guidelines for developing tie-dye occupation group competitive
advantages using a business model. Journal of Management Science Review, 25(1),
–246.
Bergold, J., & Thomas, S. (2012). Participatory research methods: A methodological approach
in motion. Historical Social Research, 37(4), 191–222.
Calantone, R. J., Randhawa, P., & Voorhees, C. M. (2014). Breakeven time on new product
launches: Investigation of the drivers and impact on firm performance. Journal of
Product Innovation Management, 31(4), 94–104. https://doi.org/10.1111/jpim.12097
Chaisuwan, B., Daoh, A., Chanesirirattanakorn, T., & Wizartpong, M. (2022). Participatory
action research for developing community’s product and digital marketing
communication guideline to raise the community economy in sustainable way.
Sukhothai Thammathirat Journal, 35(2), 63–85.
Chuayraksa, W. (2016). Approach to develop community enterprise: A case study of indigo-
dyed cotton weaving group of Baan Tham Tao in Sakonnakorn Province (Master’s
thesis). Burapha University.
Chumkate, J. (2017). Product development from local wisdom to increase the efficiency of
community-based management with sustainability in Thai-Muslim village, Amphur
Cha Am, Phetchaburi Province. Research grants from the Faculty of Management Science, Silpakorn University.
Denzin, N. K. (1978). Triangulation: A Case for Methodological Evaluation and Combination.
Sociological Methods, 339-357.
Field, A. (2009). Discovering statistics using SPSS (3rd ed.). SAGE Publications.
Innunja, K., & Natakalo, N. (2022). Community product’s design and development with
participation of Kanchana Sub-district, Mueang Phrae District, Phrae Province. Nakhon
Lampang Buddhist College’s Journal, 11(3), 147–161.
Jetsuwarattanamanee, T. (2021). Marketing mix strategy development for community
enterprise of taro processing, Horathep Sub-district, Ban Mo District, Saraburi
(Master’s thesis). Ramkhamhaeng University.
Kaweera, K. (2017). Marketing potential approach for Bannmaekai’s chilli sauce farmers
group at Ban Tak District, Tak Province. Far Eastern University Academic Journal,
(1), 244–256.
Kanishk, G. (2020). Role of 4C's of marketing mix in building trust to achieve brand loyalty in
case of fastener's industry: A PLS-SEM approach. International Journal of Public
Sector Performance Management, 6(5), 587–604.
Kotler, P., Armstrong, G., Saunders, J., Wong, V., Miquel, S., Bigné, E., & Cámara, D. (2000).
Introducción al marketing (Spanish ed.). Pearson Prentice Hall.
Lauterborn, B. (1990). New marketing litany: Four Ps passé: C-words take over. Advertising
Age.
Liengjindathaworn, S., & Sansom, K. (2016). Potential analysis model for product
development: Resource-based community. Maha Sarakham: Maha Sarakham
University.
Macmillan, T. T. (1971). The Delphi technique. Paper presented at the Annual Meeting of the
American Society for Engineering Education, University of California, Los Angeles.
McKinsey & Company. (2024). McKinsey Quarterly: Digital Edition, 6(1), 1–14.
Pommarang, S. (2022). Management approach for developing the effectiveness of community
enterprise in modern trade business management model: A case study of Loei Province, Thailand. Journal of Management Science Udon Thani Rajabhat University, 4(4), 99–116.
Pansomboon, U. (2022). A study on the factors affecting sales efficiency of jewelry agents
(Master’s thesis). Srinakharinwirot University.
Pratt, M. (2022). 4Cs marketing model & why it’s good for business. Business.org.
https://www.business.org/marketing/4cs-marketing-model.
Saelee, A. (2015). Effect of business management potential and entrepreneur’s personality on
cassava entrepreneur’s success in Bo Phloi District, Kanchanaburi Province. Lampang
Rajabhat University Journal, 4(2), 1–12.
Sanont, R., Kantajorn, S., & Kantajorn, K. (2022). Business management potential and
business strategies for competitiveness of herbal product community enterprises in
Pakchong and Sikhoi District, Nakorn Ratchasima Province. Social Science Journal of Prachachuen Research Network, 4(2), 84–96.
Schoormann, T., Stadtländer, M., & Knackstedt, F. (2022). Designing business model
development tools for sustainability: A design science study. Electronic Markets, 32,
–667. https://doi.org/10.1007/s12525-021-00492-4
Solimun, & Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development, 37(1), 76–87.
Udthakham, P., & Sirisugandha, T. (2019). People’s participation and marketing mix affecting
the operations of ceramic tourism villages, Kohkha District, Lampang Province.
Lampang Rajabhat University Journal, 8(1), 42–56.
Wangmeng, S. (2021). Strategy to create value to deliver clothing products for the Moung
people in Chiang Mai to the digital market (Master’s thesis). Maejo University.
Wanitkittikul, K., Yangkham, P., Thotham, A., Masaunjik, N., & Kiangkhwa, T. (2023).
Creating products with innovation to add value for local agriculture identities in Maha
Sarakham Province. Journal of Roi Kaensarn Academi, 8(6), 58–72.
Yamane, T. (1973). Statistics: An introductory analysis. (3rd ed.). Harper & Row.
Zahra, S. A., & Pearce, J. A. (1989). Boards of directors and corporate financial performance:
A review and integrative model. Journal of Management, 15(2), 291–334.
