Development Capacity of Community Sellers in the Supply Chain of Seedless Tamarind Business to Stimulating Local Economy

Abstract

This research aims to examine the income distribution patterns within the seedless tamarind business supply chain, analyze online content factors affecting consumer interest, and empower "Community Salespeople" through technology transfer. The study was conducted in key production areas, including Uttaradit, Loei, and Phetchabun provinces. Using a mixed-methods approach, data were gathered from 15 key informants across the supply chain, a survey of 409 consumers, and a development group consisting of 100 farmers and unemployed individuals trained to become community salespeople. The findings reveal a significant income disparity within the supply chain,
with the majority of profits concentrated among processors and distributors, while upstream farmers received the lowest share. Elevating the role of farmers to community salespeople proved to be a vital mechanism for redistributing income more equitably. Regarding digital marketing, the content styles that most effectively stimulated consumer purchase interest were entertainment-based content and unique, personal branding (Vlog style). Furthermore, the capacity-building process through practical technology transfer successfully equipped participants with digital marketing skills, resulting in a substantial average income increase of 222.22% and the highest level of participant satisfaction. This study demonstrates that establishing a local digital presence serves as a sustainable prototype for expanding market channels and stimulating the grassroots economy.