Durian Export Strategies for the Success of Fruit Entrepreneurs in Eastern Thailand

Abstract

The aims of this research were to study the environment of the durian export business in the region of eastern Thailand, examine the characteristics of durian export entrepreneurs in eastern Thailand, investigate the consumer purchase decision process in the durian export business in eastern Thailand, study the durian export strategy of fruit entrepreneurs in eastern Thailand, and explore the success of the durian export business of fruit entrepreneurs in eastern Thailand. The research tools of this qualitative research included in-depth interviews. The purposive sampling method was applied to select the sample group, and 24 informants were chosen from three groups: 16 from the group of entrepreneurs, five from scholars or marketing experts, and three from government agencies. A focus group, of which six representatives were selected, was also used to determine the durian export strategy for the success of fruit entrepreneurs in eastern Thailand.

The research results indicated that studying the environment of the fruit export business affected the strategic planning for durian export and the success of fruit entrepreneurs in eastern Thailand. Moreover, the positive traits of the fruit entrepreneurs impacted their success in the fruit export business in eastern Thailand. In addition, the findings showed that the consumer purchase decision process influenced the strategy planning for durian export in eastern Thailand, and the strategic planning for exporting durians by analyzing various situations promoted the success of fruit entrepreneurs in eastern Thailand. Additionally, studying the success of fruit export business operators to provide guidelines are essential for operating a more efficient durian export business.