DevelopinDEVELOPING A PROACTIVE COCONUT SUGAR PRODUCT STRATEGY TO STRENGTHEN SELF-RELIANCE COMMUNITY MANAGEMENT SAMUT SONGKHRAM PROVINCEg an aggressive coconut sugar product strategy to strengthen self-reliance community management Samut Songkhram Province

Abstract

         This research article aimed to study coconut sugar products in communities in Samut Songkhram Province and to develop a proactive coconut sugar product strategy to strengthen self-reliance community management in the province. This study is a mixed-method approach. For the qualitative approach, the researchers conducted in-depth interviews with five key informants who were selected through purposive sampling. These informants included individuals involved in subdistrict administration in Amphawa District, Samut Songkhram Province. For the quantitative approach, data were collected through questionnaires administered to 30 relevant personnel and local citizens. Data analysis was conducted with a focus on content analysis, exploring areas such as value-added sugar product creation, effective management, resilient communities, self-reliance, and community connectivity.

          The findings revealed five key strategies for self-reliant community management: 1) Product development rooted in Thai wisdom and aligned with organic farming principles, 2) Participation in management, product development, and collaboration with other sellers for brand promotion, 3) Cultivating community leaders, organizing product sales to meet quality standards, 4) Integrating entrepreneurs to establish community-based enterprises, and 5) Collaborative efforts among communities for participation in various forms of public relations activities. Additionally, the study identified that product development based on unique Thai wisdom and government agency involvement in building community leaders and imparting knowledge were crucial aspects.