Product Development and Online Marketing with Community Participation to Enhance the Value of Local Resources
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Abstract
This study aims to: (1) examine the socio-economic context and development needs of Ban Ko Subdistrict, Bang Sai District, Phra Nakhon Si Ayutthaya Province; (2) develop prototype products utilizing local resources that reflect the community’s unique identity and promote online marketing through community participation; and (3) transfer research-based knowledge back to the community. The sample group consisted of 30 voluntary participants who were interviewed in-depth, from the Ban Ko Housewives Group, the Ban Ko Phatthana Community Enterprise, and other local stakeholders. Descriptive statistics, including mean and standard deviation, and analysis of variance (ANOVA) were applied. The findings revealed that: (1) the key challenges identified included the lack of strategies to enhance the value of local raw materials and insufficient skills in online marketing. Therefore, the community seeks to develop new products that emphasize using local raw materials and reflect the uniqueness of the community, as well as to improve knowledge in online marketing development. (2) The prototype product “Rice Milk Mochi with Toasted Rice Filling”, was developed using rice as its main ingredient and showcases the uniqueness of the community.(3) After knowledge transfer sessions on product development and online marketing, the participants demonstrated a high level of understanding and improved their competencies in the relevant subject areas.
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