The Study on the Operating Condition of the Coffee Grower Community Enterprise: A Case Study of the Coffee Grower Community Enterprise in Nam Nao District, Phetchabun Province.

Abstract

The study on the operating condition of the coffee grower community enterprise: A case study of the coffee grower community enterprise in Nam Nao District, Phetchabun Province is qualitative research. Purposive sampling was used to select two groups of 22 samples from Nam Nao Arabica Coffee Community Enterprise and Pa Un Khon Im Community Enterprise. The data were analyzed by classifying word clusters, categorizing data, and summarizing in a descriptive form. The objectives of the study were 1) to study the operating condition of the coffee grower group in Nam Nao District, Phetchabun Province, 2) to study problems and obstacles in the operation of the coffee grower group in Nam Nao District, Phetchabun Province, and 3) to study guidelines for developing the coffee grower group in Nam Nao District, Phetchabun Province.

The study results were as follows: 1) Group formation was started by visionary group leaders who were decisive and specializing in coffee cultivation and production. They persuaded farmers with similar concepts and problems to collaboratively organize the community enterprises with support from the government sector; 2) The coffee grower group was not tightly organized, and they lacked knowledge and understanding about production and marketing. Sometimes the group members were unable to participate in producing the groups’ products. They lacked government support in terms of instruments for effective operation, and they lacked knowledge in modern marketing. The production was low and not of good quality so markets for purchasing the products were narrow. Importantly, they lacked people to continue work of the community enterprises from the old generation; and 3) The group presidents play a very important role in the development of the group. They must create a harmonious organizational culture that leads to a cohesive group, actively seek market knowledge, and learn how to add value to products. The group presidents should provide lecturers to provide training to group members, persuade new generations to join the group, and provide training so that they can act in place of each other. In addition, the group presidents should provide a convenient meeting place to serve as a center for discussing various problems and should organize a continuous study tour program.