Development Process for Product Upgrading of Roi Phu Wild Honey Community Enterprise Group, Na Ngio Sub-district, Sang Khom District, Nong Khai Province
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Abstract
This research aimed to study the problems, needs, and product’s potential of the Roi Phu wild honey community enterprise and create a process to upgrade the honey product of the community enterprise to be certified by product standard certification. This research was area-based research for development using a mixed-methods approach, combining quantitative and qualitative research. The quantitative research used 30 people as a target group. The research instrument was a questionnaire. The data was analyzed using the mean, standard deviation, t-test, and F-test. The qualitative research used 12 key informants, which were selected using purposive selection. A semi-structured interview form was used as a research tool. The data collection methods included in-depth interviews, focus group discussions, SWOT analysis, TOWS matrix, and post-training review or after-action review: AAR. The conceptual framework emphasized the development process based on the CIPP model. The research findings showed that honey product's strength was its long shelf life, but its weaknesses were the lack of product standards and notability, while the opportunities were the market demand for pure honey due to the health trend, and the threats were the emergence of online markets, which cause market competition. Furthermore, there were limitations in modern knowledge and skills for product upgrading in this group. The group's need was to develop products to achieve higher standards and acceptance. The strategies plan included creating value-added processes for the products, and then providing training workshops on label, brand, and packaging development. The outputs were a honey product prototype and packaging. And after the consumer satisfaction evaluation during the sales validation, it was found that consumer satisfaction was at a very high level. The outcomes were the OTOP product certification and design patent registration.
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