Product Development and Online Marketing Expansion for HUG NGAN PHA Group, Nai Mueang Subdistrict, Mueang District, Nakhon Phanom Province

Abstract

The purposes of this research were: 1) To study the general condition of the group 2) to study guidelines for product development and design, and 3) to study guidelines for increasing online marketing channels. This research is action research. The sample group in the study consisted of cloth enthusiasts selected purposively. Data were collected through in-depth interviews, focus group discussions, and observations, and analyzed using content analysis. The study found that: 1. The HUG NGAN PHA Group is an all-female group with members aged 60-78 years. The group specializes in producing bags and keychains. 2. Guidelines for product development and design include: (1) holding meetings to establish mutual understanding; (2) conducting workshops to identify the group's identity, extract brand names, and develop brands; (3) designing and developing products; and (4) summarizing the results of product development. 3. Guidelines for increasing online marketing channels involve organizing workshops to train members in using technology and managing product pages on the Facebook platform. Additionally, the group received live broadcast equipment and experimented with using Facebook pages to reach a wider audience.