STUDY OF THE PROBLEM OF INCREASING DISTRIBUTION CHANNELS FOR LOCAL WISDOM PRODUCT ‘BIG KNIFE’: A CASE STUDY OF KHAM DANG VILLAGE, HANG CHAT DISTRICT, LAMPANG PROVINCE

Abstract

          The objectives of this research article were to study of the problem of increasing distribution channels for local wisdom product Big Knife: a case study of Kham Dang Village, Hang Chat District, Lampang Province. To study the problems of distribution channels of local wisdom products, machetes of Kham Dang Village, Hang Chat District, Lampang Province and To provide guidance on procurement of suitable distribution channels for local wisdom products, machetes of Kham Dang Village, Hang Chat District, Lampang Province. It is a kind of research mixed Methods mix of forms of quantitative and qualitative research. Research Methodology Data were collected by interviewing 10 entrepreneurs. and using questionnaires of 400 people. Channel problems in local wisdom distribution of machetes Entrepreneurs sell products through only one middleman therefore resulting in the lack of direct communication with customers and the distribution channels are still not diverse. The research results were found that the level of opinion of consumer behavior that affects the selection of big Knife overall, it is at the highest level ( = 4.56) when considering each of the following aspects personal side ( = 4.86) followed by price ( = 4.80), promotion ( = 4.66), product ( = 4.50), and distribution channels ( = 3.99) Ways to increase distribution channels entrepreneurs distribute both retail and wholesale. The market is expanding to increase the opportunity to increase sales. make government agencies or educational institutions as the center in creating a website or an application for buying and selling products online build a network of entrepreneurs Bring more technology there is an expansion of new customer groups as well as adding a variety of modern distribution channels. Increasing distribution channels can increase productivity opportunities including creating a network in the knife making industry.