Model of Social Capital Development to Strengthen Grassroots Economy in Pineapple Processing Community Enterprise Groups in Prachuap Khiri Khan Province DOI:

Abstract

          The objectives of this study were to: 1) analyze social capital to strengthen the grassroots economy, 2) develop pineapple products and packaging for commercial purposes to strengthen the grassroots economy, and 3) create the model of social capital development to strengthen the grassroots economy in the pineapple processing community enterprise group in Prachuap Khiri Khan Province. The sample group used in the research consisted of members of the pineapple processing community enterprise groups in Wang Pong Subdistrict, Pran Buri District, and Hat Kham Subdistrict, Kui Buri District, Prachuap Khiri Khan Province, 15 people from each group, totaling 30 people. Five experts examined and approved the model. The research tools included a questionnaire, an in-depth interview form, and a model evaluation form. The data were analyzed by using mean, standard deviation, and content analysis.

          The research results were as follows: 1) The opinion on social capital of the pineapple processing community enterprise group was overall at a high level. The aspect with the highest level of opinion was social norms, whereas the opinion on strength of the grassroots economy was overall at a high level. The area with the highest level of opinion was fair distribution of development, 2) The development of pineapple products and packaging for commercial purposes to strengthen the grassroots economy revealed that the product “Pineapple Filled Worm Cookies” was produced. The members were overall satisfied with the development of pineapple products and packaging for commercial purposes to strengthen the grassroots economy at a high level, and 3) The model for developing social capital to strengthen the grassroots economy in the pineapple processing community enterprise group in Prachuap Khiri Khan Province was “CILN Model”, consisting of community cooperation (C = Cooperation), creating a shared identity (I = Identity), having strong leaders (L = Leadership), and creating a network (N = Network). The model was evaluated by experts with an average score of 5.00, indicating that the model was appropriate, feasible, and could be utilized.