Added Value Model for Vegetable and Fruits Products to Modern Trade Markets with Cold Chain Logistics System under BCG Model Concept in Nakhon Ratchasima Province, Northeastern Economic Corridor Area
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Abstract
This research aims to develop a value-added model for the agricultural products, particularly vegetables and fruits, to enter the modern trade market through the cold chain logistics system under the BCG (Bio-Circular-Green) Model concept in Nakhon Ratchasima Province, Northeastern Special Economic Zone. The target groups were included with the vegetable and fruit farmers, the vegetable and fruit consumers, and the stakeholders. A mixed-method research approach was employed. The quantitative research was conducted with a sample group of 400 vegetable and fruit consumers in Nakhon Ratchasima Province. The qualitative research utilized a focus group discussion with 20 vegetable and fruit farmers and stakeholders in Nakhon Ratchasima Province. The research findings revealed that all respondents, who are vegetable and fruit farmers, expressed a desire to upgrade their produce to enter the modern trade market, with the highest preference for selling through department stores (55.00%). The primary motivation was to increase marketing channels (30.00%). Furthermore, 55.00% of respondents indicated a preference for entering into contracts with modern trade businesses with specified conditions, and 60.00% sought to improve their compliance with GAP (Good Agricultural Practices) standards. The overall product quality was rated at the highest level, with a mean score of 4.29. In terms of marketing communication, the most preferred method was promotional campaigns through online purchasing systems with home delivery services, achieving the highest mean score of 4.80. Additionally, the study developed a model for adding value to vegetable and fruit agricultural products for entry into the modern trade market through a cold chain logistics system, based on the BCG (Bio-Circular-Green Economy) model, specifically applied in Nakhon Ratchasima Province within the Northeastern Special Economic Zone. A total of one model was developed.
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