The Development Guidelines for Prey Sandek Community Fresh Market in Prey Sloek Commune, Traing District, Takeo Province, Kingdom of Cambodia

Abstract

          This article employed a mixed research method that integrated both qualitative and quantitative methodology of Likert Rating Scale with objectives: 1. To study the state of current fresh market management, problems and consumer demands including: Place, Product, Price, and Promotion of Prey Sandek Community Fresh Market, and 2. To find out guideline for the development of Prey Sandek Community Fresh Market. Research results indicated as follows. 1). Place; the subject with the highest satisfied mean value was due to the fact that Prey Sandek community fresh market located in the center of the district that is convenient for people to travel back and forth. In addition, it was a focal point of consumers’ consumption of goods. It was also an economic source in terms of job creation and income generation for Prey Sandek community dwellers since they could also work as merchants in addition to farming activities. However, the existing problem of the place of Prey Sandek community fresh market was the deficiency of convenient and sufficient parking space. 2) Products, with the theme of the highest mean value was that the fresh market managers encouraged people to bring locally produced products to sell in the marketplace. Regarding the management of Prey Sandek fresh market in terms of products was the lack of attractive packaging. In addition, it provides knowledge about product packaging to be beautiful or design local products or create a unique market to have products that focus on local products to compete with other fresh markets. 3) Price, the theme with the highest mean value was the appropriate prices of the products. Furthermore, the challenge of the market management in terms of prices of products was not showing price tag label. And 4) Promotion; the theme with the highest mean value was that Prey Sandek fresh market had policies to promote community products. The problem was the lack of public relations through different media to attract people to visit and buy products, for instance, Facebook, radio, leafle and online websites. In suggestions, Prey Sandek community fresh market should have secure and sufficient parking spaces, beautiful product package that is attractive consumers, show a clear price tag, and support the marketing mix in all aspects.