The Development of Marketing Communication Forms for Participated Community Products by the Good Agricultures Community of Klongha Subdistrict, Klongluang District, Pathum Thani.
Keywords:
Marketing Communications, Community Products, Participation, Community EnterpriseAbstract
This research study aimed to 1) develop a marketing communication model for community products with the participation of the Safe Agricultural Community Enterprise Group, Khlong Ha Subdistrict, Khlong Luang District, Pathum Thani Province and 2) present the paradigm of Safe Agricultural Community Enterprise Group. Employing a participatory action research methodology, the study involved in-depth interviews, group discussions, and participatory observations with a primary data cohort consisting of 5 key informant groups: community leaders, stakeholders of the safe agriculture community enterprise, homemakers, adolescents, and senior citizens, totaling 50 people.
The results revealed that at present, the Safe Agricultural Community Enterprise Group continues to employ traditional forms of public relations, such as face-to-face interactions and posting advertisements in community areas, alongside efforts to expand distribution channels through online social media platforms to reach diverse target demographics. State agency support for booth displays to showcase various products has also been instrumental. However, the community expressed a desire to diversify product offerings and communicate primarily through activity-based marketing, utilizing both online and offline marketing tools to create differentiation and establish a unique identity for the Safe Agricultural Community Enterprise Group, distinct from general community products. Based on research findings, the researchers developed a marketing communication framework termed "The SPECIAL Paradigm," intended to guide future marketing communication strategies for entrepreneurs.
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