Marketing Development and Processed Organic Rice Products of the Community Enterprise Group, Ban Wang Plalai Rice Center, Ban Na District, Nakhon Nayok Province Ban Na District, Nakhon Nayok Province
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Abstract
The objective of this research article are to study the demand for organic rice processing, the marketing strategies of processed organic rice products, and develop a marketing model for processed organic rice products by community enterprises. This research is a mixed-methods approach. The quantitative research, a sample group of 300 consumers of processed organic rice products from the community enterprise group, questionnaires were used as the research instrument, and data were analyzed using descriptive statistics including percentage, mean, and standard deviation. The qualitative, key informants included 30 participants consisting of community enterprise members, entrepreneurs, and academics. Data collection by interviewing, and analysing by content analysis, interpretation, and summarization based on research objectives. The results showed that the most in-demand processed organic rice product was ready-to-eat cooked rice, shampoo, and body scrub. Respectively level of marketing strategy implementation by the community enterprise was high, found that product-related strategies had the highest average score, personnel and distribution channels ranked the lowest. Regarding the marketing model for organic rice by the community enterprise, it was found that the current market for processed rice is limited, with few buyers. In the case of unprocessed paddy rice, the market consists of a single buyer Nakhon Nayok Rice Seed Center. To develop the marketing of processed organic rice products, community enterprises should focus on value-added rice processing and utilize online marketing channels. Furthermore, collaboration with both public and private sectors.
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