A MARKETING PLAN FOR SMART AGRICULTURE TECHNOLOGY TRANSFER TO SUGARCANE FARMERS IN KHON KAEN PROVINCE

Abstract

This research article aimed to: 1) Investigate the factors and constraints influencing the awareness and adoption of smart agricultural technologies among sugarcane farmers in Khon Kaen Province; and 2) Propose marketing planning guidelines for technology transfer that are aligned with farmers’ contexts and needs. This quantitative study collected data through structured questionnaires administered to 263 sugarcane farmers in Khon Kaen Province. The participants were selected using purposive sampling from eight sugarcane promotion zones and had prior experience in sugarcane cultivation and agricultural technology utilization. Data were analyzed using descriptive statistics, including frequency, percentage, and mean, together with comparative analysis based on farm size and content analysis of open-ended responses. The findings revealed that most farmers demonstrated a high level of exposure to smart agricultural technologies. Sugar mills and farmer networks served as the primary sources of information for initial awareness. However, decisions regarding technology adoption were largely made by farmers themselves in consultation with family members. Learning and evaluation of new technologies commonly occurred through observation of demonstration plots established by sugar mills and fellow farmers before implementation on a limited scale and subsequent expansion when satisfactory outcomes were achieved. Farmers expressed strong interest in technologies that enhance productivity, improve resilience to climatic conditions and pests, and remain economically feasible. They also expected support from sugar mills in terms of machinery, financial resources, and technical assistance. The proposed marketing plan classified technologies into four categories based on investment requirements and payback periods: high-cost/rapid-return, high-cost/delayed-return, low-cost/rapid-return, and low-cost/delayed-return technologies. This classification provides a practical framework for designing technology transfer strategies that correspond to the capabilities and needs of different farmer groups, thereby enhancing sugarcane production efficiency and supporting the sustainable development of smart agriculture.