The Product Development Model of Coconut Broom Products for Adding Community Economic Value of The Local Enterprises of Banhuakaoborikarn Srakajoom Sakrajom District Suphanburi Province

Abstract

This research article aims to: 1) identify problems, obstacles, and needs in developing coconut midrib broom products to enhance community economic value; 2) design coconut midrib broom products to increase their local economic worth; and 3) develop marketing mechanisms for these products to boost community-level economic growth. The study was conducted with the Hua Khao Bori Kan Community Enterprise Group in Sakae Kratom Subdistrict, Don Chedi District, Suphanburi Province. A participatory action research (PAR) methodology was employed, involving focus group discussions with 23 key informants and a hands-on training workshop with 16 participants. Data were analyzed using content analysis and triangulation techniques.

The findings revealed that: (1) the current packaging lacked appealing design to motivate consumer purchase and failed to reflect local identity, while proper marketing management and official product standard certification from relevant authorities were also lacking; (2) the training workshop led to a statistically significant improvement in participants’ post-training scores at the 0.05 level, indicating enhanced knowledge in product design and value creation; and (3) the development of marketing mechanisms was divided into three phases: an urgent phase for product standard certification and production control, a development phase focused on applying marketing mix strategies aligned with community context, and a sustainable phase aimed at empowering entrepreneurs to engage in innovative and community-based enterprise development.