Guidelines for Supporting and Development of the Product “Roasted Bamboo -Sticky Rice” of the Community Entrepreneurs in Nong Phai Subdistrict, Chum Phae District, Khon Kaen Province

Abstract

This study aims to investigate the production and marketing systems of glutinous rice, as well as to promote and develop products through data collection via interviews and group meetings with glutinous rice entrepreneurs in Nong Phai sub-district, totaling 30 participants. Data analysis was conducted using statistical analysis and content analysis. The study found that the majority of glutinous rice entrepreneurs have completed primary education (83.3%) with an average age of 54.33 years and an average experience in glutinous rice production of 27.57 years. The entrepreneurs were divided into two groups: 1) those who produce and sell their own products (73.33%) and 2) those who only sell products (26.67%). The main problems and obstacles in glutinous rice production were high production costs and the need to import the products from outside the community. Strategies to promote and develop glutinous rice products include developing products and packaging emphasizing the local specialties, branding products for memorability, expanding online distribution channels, promoting technology to extend shelf life, and forming groups to increase bargaining power with middlemen and finally the producers should receive some forms of financial support.