Conference Proceedings

Ninth International Conference on Advances in Social Science, Management and Human Behaviour - SMHB 2019

The Marketing Potential Development For Sustainable Community Enterprises Of Baan Pang Moo Agricultural Housewife Groups, Pang Moo Subdistrict, Mung, Maehongson Province.

Author(s) : ARDCHAWIN JAIKAEW, MANOP CHUM-UN, PICHAPHOP PANPAE

Abstract

The objective of this research was to expand and create product lines and distribution channels for fermented soybean sheet products, peanut products, pea bean products, and sesame oil of Ban Pang Moo Housewife Groups. The research tools consisted of community forum, a focus group, marketing field trips and on-site visit. The research result that beans can be developed into ingredients such as chili paste, roasted chili paste and vegetarian foods. Peanut and pea bean products are used as the ingredients of making salad instead of a snack; otherwise, white and black sesame can be both used for beauty purpose and healthy, peanut products as the ingredients in salad. Also, lotions, as well as aroma products, and vegetarian foods are all made from all of these products. While developing new products or services differed from the original product lines, in future, the development should do as the form of homestay program. However, Bann Pang Moo agricultural Housewife Groups must provide guesthouses with security with good facilities. The development of distribution channels revealed that 1) Baan Pang Moo organic Agricultural Product Processing Groups should use the market penetration strategies to beauty and healthcare lovers. 2) Baan Pang Moo Sesame Oil for Health Care Group should use the product and market development strategies to spa, healthcare lovers, Thai traditional massage and Chinese restaurant group. 3) Baan Pang Moo Peanut and Pea Bean Group should use the market penetration and product development strategies to pastries and food as ingredients in salad and 4) Fermented Soybean Sheet Pang Moo Manufacturer Group should use the market penetration and product development strategies to nut seasoning or a pea cube that will set a new product positioning based on new consumption.

Conference Title : Ninth International Conference on Advances in Social Science, Management and Human Behaviour - SMHB 2019
Conference Date(s) : 14-15 September, 2019
Place : Hotel Lebua at State Tower,Bangkok, Thailand
No fo Author(s) : 3
DOI : 10.15224/978-1-63248-179-5-13
Page(s) : 74-80
Electronic ISBN : 978-1-63248-179-5
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