Business - to - Business (B2B) Network Development with in Community Market to Promote Sales of Organic Vegetables

Abstract

The objective of the present article was to study the development of a business-to-business (B2B) network within a community market to drive forward products from organic vegetables endorsed with the participatory guaranteed system (PGS). The research was undertaken using qualitative methodology with four food vendors in Karn-Luang Community Market, Muang district, Ubon Ratchathani Province. The data were collected through field notes and informal conversations with the participants on the topics related to the products sold and expenses on vegetables and other organic products. The results showed that there was a high probability for the development B2B networks in the community market between food vendors and the researchers. The vendors purchase organic vegetables on a regular basis from the stalls while image of vegetable stalls ensures product quality and creates customer loyalty of food vendors. In addition, the findings indicate that a word-of-mouth communication among food sellers in the market could promote the business network development. Overall, the findings obtained from the research undertaken until present (June-August 2021) demonstrate that the business network within the community market is considered an important way to promote sales of organic vegetables and others. Confidences and acceptances in the image of the selling stall as well as product qualities can assist the B2B network development. Recommendations for further research are extensions of the B2B network developed to customers who are either in community or in online markets. In so doing, these could support growth as well as sustainability of the B2B network.