DEVELOPING THE POTENTIAL OF THE NAKHON CHAI SI POMELO PROCESSED PRODUCT MARKET WITH MARKETING INNOVATION
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Abstract
The objectives of this research are 1) to study and analyze the market potential of processed pomelo products in the Som Onkorn Chai Si Community Enterprise Farmer Network Group, Nakhon Pathom Province, and 2) to propose marketing innovations for processed pomelo products. Farmer Network of Community Enterprises in Nakhon Pathom Province Qualitative research was conducted from 3 sample groups by selecting specific samples, namely a network of 10 grapefruit growers, 5 entrepreneurs of processed grapefruit products, and 15 consumers of processed grapefruit products. Characteristics of open-ended questions Data were collected through in-depth interviews, along with documentary data and field observations. Analyze data with content analysis methods
The results showed that 1) developing the market potential of processed grapefruit products along with the application of innovation. It can add value to processed grapefruit products, and 2) Appropriate marketing innovations should cover the marketing mix, including: developing diverse product innovations emphasizing quality and local identity; setting competitive prices taking into account costs and added value; expanding both online and offline channels along with linking community tourist attractions; and creating awareness through digital media and promotional activities aligned with cultural trends. The results of this research can be used as a decision-making database for entrepreneurs and related agencies. In designing marketing strategies that meet the needs of the market. Along with promoting the foundational economy of the Nakhon Chai Si community to grow sustainably. It combines the strengths of local agriculture with modern marketing approaches.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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