Development of Community Products through the Social Engineering Process of Community Product Production Groups in Na Siao Subdistrict, Mueang District, Chaiyaphum Province

Abstract

The objectiveห of this study were to examine the basic information on community products of the community product production groups in Na Siao Subdistrict, Mueang District, Chaiyaphum Province, and to explore approaches for developing these products under the social engineering process. The research employed a qualitative methodology, using in-depth interviews with 12 key informants representing the community product producers’ group in Na Siao Subdistrict. Data were analyzed using descriptive analysis.

The study found that among the 12 community product production groups registered as community product entrepreneurs (OTOP), some groups have ceased operations, while others have merged and continue to produce community products. This situation has primarily resulted from the lack of a systematic management structure and insufficient processes for knowledge exchange and transfer between groups, leading to discontinuity in community product production. Community product development guidelines under the social engineering process have led to the discovery and creation of three new community products. The development guidelines are as follows: community products must establish product standards and implement production control systems to ensure consistency; provide training on product design, storytelling, and the incorporation of cultural meaning into products; promote public relations; enable members to learn sales principles through various information technology channels, with an emphasis on online and social media marketing techniques; produce products that meet market demands; and develop modern, attractive packaging that appeals to customers.