Marketing, Production and Supply Chain Management of Banana for Farmer Group of Patueng – Rimkok, Muang District, Chiang Rai Province

Abstract

This research aims to 1) to study the banana planting system and its market at Paatueng – Rimkok Community and 2) to study the supply chain and promote the banana afforestation for people who are interested in banana planting at Muang District, Chiang Rai Province. The study employed the qualitative research method, using an in-depth interview with 10 purposive sampling participants. The findings showed that the farmers have two channels of product distribution including the retail sales at their store (90%) and the wholesale to merchant middlemen (10%). Due to the current decreases in the production and no group collaboration in production planning, it makes the farmers have limited products to sell to the merchant middlemen. When considering the profits and losses, it was found that the highest profits were at 23,166 baht per rai and the highest losses were at 29,607 baht.  The profits were hight due to the retail sales of the products and banana shoots which make them received higher incomes than the sales of those products to the merchant middlemen. Besides, the cause which makes the farmers think that they lose their profits was from the calculation of their wages, which in reality, they did not make any loss.