Development of Organic Rice Marketing in Thai Social

บทคัดย่อ

Organic Rice marketing Development in Thai social is qualitative research. The
objectives are 1) to study the production process and marketing organic rice based on
societies and the international system in Thailand 2) to analyze the behavior, motivation,
knowledge needs issues – problem-treat of production and marketing organic rice in
country and 3) to improve organic rice marketing in society. The sample involved the
organic rice production project of Suan Dusit mill and producers of organic rice in Surin.
Vendors group and consumers group organic rice in Bangkok. Use structured conversation
tools and unstructured. Have critical thinking from the experts. Verify the accuracy of
triangular data and content analysis.
1. Organic Rice Production Process must comply with the certification system.
Do not use synthetic substances. Standard quality Certified by the Office of Organic
Agriculture Standards (OECD) to meet the international market. In Thai society, most
standard systems from the Department of Agriculture or organic Thailand brand or not
certified. At present, there is the promotion of participatory certification (PGS) or
“Community certification” to facilitate the low cost of standardized certification.
2. Consumption is due to the motive for health. From special benefits Therefore,
organic rice products should have label, clear advice on value proposition. Most buy
vacuum rice of 1 kg because it is easy to buy and storage. The price is right for quality. Not
too different from the general price of general rice. Distribution is also less fragmented
because customers have only groups. Marketing promotion is very limited.
3. Organic Rice Market Development in Thai Society must know the marketing
opportunities. To develop a 3-step market: 1) The first step is to develop a farmer with an
organic spirit. Expertise can develop space as a source of learning or tourism. 2) Second
step is quality oriented production. Give value to creativity and 3) Step three is to integrate
organic marketing aggressively with a green market. Sales to government agencies or joint
market development of all sectors according to the Thai way of life.