โอกาสและศักยภาพทางการตลาดสำหรับผลิตภัณฑ์กะปิผงของกลุ่ม OTOP เพื่อรองรับประชาคมเศรษฐกิจอาเซียน

Abstract

Opportunities and market potential for the Shrimp-paste powder of OTOP for the AEC

This study is to explore opportunities and the potential market for Shrimppaste- powder products of the OTOP group for the Asian Economic Community (AEC). The objectives of this study were first to explore the marketing environment; product-demand; product-competition and strategies; connecting and supporting industries; and roles of government agencies for Shrimp-pastepowder products. Second, through the buyer-group, the producer-group, the district agricultural officer group, and the middle-man group, this study examined purchasing behavior of targeted customers in order to help determine marketing strategies. In Natup Chana district of Songkhla research area. Surveys and indepth interviews were used to collect data. Data was analyzed using descriptive statistics and the use inferential statistics to analyze the relationships of variables. The results on marketing environment revealed several factors influencing production of Shrimp-paste powder. First, the product is made in close proximity to fisheries thus providing readiness of materials. Second the production process is punctilious and clean. Third, experienced Shrimp-paste makers are able to produce quality products and the product itself is ready to use even when transformed into Shrimp-paste powder contained in the vacuumed plastic-bags. The product is also well preserved and scentless in the plastic bag and will be last more than 6 months. Accordingly, the product is desired for domestic and foreign customers including customers from AEC countries. The product also adds value to industries in its supply chain. Furthermore, the current market competition is not strong and government agencies willingly support the shrimppaste business with capital and technology. The results on purchasing behavior show that quality, taste, packaging, and price are determinants motivating customers to buy the product. Furthermore, distribution of free product-tasting will enhance the marketing strategy. This study also recommends marketing strategies that will place the product in the AEC regime. First, Shrimp-paste makers should bring in technology to help them improve their product quality. Second, product-pricing should correlate with product-quality. Third, Shrimppaste makers ought to distribute their product domestically through modern trade, and product exhibitions in the OTOP event. An online-marketing strategy is an appropriate distribution channel for foreign customers. Finally, promotion strategy ought to include free product-sampleing.