ADDING THE BENEFITS OF LOCAL PLANT PRODUCTS TO THE CREATIVE ECONOMY AND COMMUNITY PRODUCT STANDARDS OF THE BUDDHIST COMMUNITY ENTERPRISE GROUP OF THE BANANA CONSERVATION CENTER SUPHANBURI.

Abstract

This research have a purpose 1) To find problems / obstacles and the need to increase the benefits of local plant products. 2) To train on the design of innovations in marketing mix to enhance the benefits of local plant products; and 3) To propose guidelines for adding benefits of local plant products to the creative economy and community product standards of the Buddhist community enterprise group Banana Conservation Center Suphanburi by using an integrated research methodology both qualitative and quantitative under the participatory action research process (PAR). The selection of key informant groups was by means of a specific selection of 23 cases. The research tools used Group discussion, observation and in-depth interviews. There was a joint learning forum among the research participants. Record the behavior and measure the training achievement. Analyze data inductively and use both inferential and descriptive statistics.

The results of the research found that 1) All four enterprises encountered problems/obstacles. In terms of promoting the marketing mix, including packaging, for example, Lack of consumer attractive design and local identity, Lack of promotion such as online marketing and public relations, There are few sources. In terms of price, there is a competitive price reduction. Lack of development of community enterprise management potential and has not received a quality certification Security from government organizations. Their needs including helping to design packaging with distinctive appearance according to Buddhist identity, creating incentives for consumers coexisting like a good friend, providing workshops on marketing mix and Access to technology.  2) Training achievement, pre- and post-training test scores are correlated. When the trainees were trained, their post-examination scores were significantly increased at the .05 level. As a result of field follow-up assessments after training, the four enterprises increased the benefits of crop products with an emphasis on plant quality and safety in sanitation. Improved packaging, distribution channels, increased sales promotions. The difference in net profit increased for all enterprises by an average of 14.91 percent compared to the same month of the year.  3) Approaches for adding benefits of local plant products to the creative economy and community product standards, such as the development of community enterprise entrepreneurs to produce local plants. To have the potential to be entrepreneurs and to join in creating a Buddhist community.