Economic Value Creation of Agricultural Products: A Case Study of Garlic Farmer Groups in Fang District, Chiang Mai Province
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Abstract
This research employs a mixed-methods approach, combining qualitative and quantitative methodologies. The objectives were 1) to investigate the agricultural production management of garlic farmers in Fang district, Chiang Mai province; 2) to examine consumer behavior in garlic purchasing; and 3) to develop value-added processed agricultural products to enhance economic value. A purposive sampling method was used to select 15 representatives from local garlic farmer groups as key informants. Data were collected through semi-structured interviews and focus group discussions. Content analysis was employed for qualitative data. Quantitative data were gathered from a sample of 326 garlic product consumers using questionnaires and analyzed using descriptive statistics. The findings reveal that: 1) regarding production management, farmers engage in planning for seed resources but lack formal planning for labor, marketing, and finance, 2) regarding consumer purchasing behavior, Thai garlic varieties are preferred, typically purchased in 100-gram quantities at markets, with prices below 60 baht per kg, driven by perceived health benefits. Packaging was identified as the most significant factor in creating added value, followed by service, branding, and product attributes, respectively; and 3) value-added garlic products, specifically honey-pickled garlic and garlic confit were developed based on consumer demand analysis and the local farmers' capabilities.
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