APPROPRIATE MARKETING MIX STRATEGY FOR AGRICULTURAL PRODUCTS TO INCREASE THE COMPETITIVENESS OF BAN WAN COMMUNITY NAMKHAM SUB-DISTRICT, MUEANG DISTRICT, SISAKET PROVINCE

Abstract

The purpose of this research is to study appropriate marketing mix strategies for agricultural products to increase the competitiveness of Ban Wan community, Nam Kham Subdistrict, Mueang District, Sisaket Province. It is a mixed method research. Samples were collected from 92 Ban Wan farmers. The tool used in the research was a questionnaire. Do random sampling. Data were analyzed by finding mean, percentage, standard deviation and descriptive description. Conduct group discussions from Ban Wan farmers to analyze the environment. and brainstorming from 7 stakeholders to study marketing mix strategies Analyze the data obtained from taking notes. Analyze content data with theory In summary, the results of the research found that the majority of respondents were female, aged 60 years and over, and had primary school education. The main occupation is a farmer. The average income is not more than 50,000 baht per year. Most of them have been in agriculture for more than 21 years. Competitiveness in making a difference is found that farmers have quality products. On the cost leader side, it was found that local materials or raw materials were used that facilitate the production of agricultural products. And on the focus on specific areas, it was found that there were sufficient agricultural products to meet customer needs, resulting in a quick response to customers. As for appropriate marketing strategies for agricultural products, it was found that product strategies should be safe from chemicals. The product must meet the needs of the customer. In terms of price, prices must be set at several price levels. Add value to products through processing. In terms of distribution, trade alliances should be created. Distribution channels,both offline and online, have been added, and marketing promotion should have marketing communications though social media and using digital marketing in integrated marketing communication.