Study and Analysis of Buddhist Dhamma Marketing of Phuphafanam Community, Mae Lao, Mae Taeng, Chiang Mai

Abstract

This thesis is composed of three objectives. The first objective is to examine current marketing concepts and principles related to marketing in Buddhism. The second objective is to conduct a qualitative research study on Mae Lao Dhamma Market, which is located in the Mae Taeng District of Chiang Mai Province, Thailand, and the Phu Pha Fah Nam Mae Lao Community. The research methods employed include document analysis, in-depth interviews, and participatory observation.

The research discovered that 1) in the Lord Buddhaís time, trade depended on honesty. If any person wanted any item, they would take their own goods to barter. Trading between cities was by caravan. Most products came from oneís birth clan. Whichever family was good at something would make something that was not a duplicate. If trade yielded profits, many meritorious buildings were constructed as status symbols with the profits obtained from long-distance trading. 2) As for the Buddhist Dhamma market, this is a smaller alternative for society. It emphasizes developing people to have ethics, right thinking, sharing and working for free. From a small start, the target is to help humanity to not be motivated by profits, in the system of the 4 levels of meritorious trading which are (1) Selling below the prevailing market price, (2) Selling to break even, (3) Selling at a loss, and (4) Giving away for free. 3) Applying the 7Ps of marketing to analyze the Buddhist market of Phuphafanam Community, it was found that every component had low costs, which was from individuals with ideals of self-improvement and modest means, training self-reliance and helping people go beyond suffering, and make meritorious self-sacrifice. Supporting factors of the Buddhist market of Phuphafanam Community are developing people, or developing Buddhist Medicine Volunteers to be self reliant and help people to overcome suffering.