THE PROMOTING THE DEVELOPMENT OF A GRASSROOTS FISHERIES MARKET BASED ECONOMY NETWORK IN MUEANG CHONBURI DISTRICT, CHONBURI PROVINCE

Abstract

This research aimed to: (1) investigate the needs for strengthening the grassroots fisheries market–based economy network in Mueang Chonburi District, Chonburi Province; (2) develop a moral economy grassroots network of the local fisheries market in Mueang Chonburi District, Chonburi Province; and (3) present and evaluate the promotion of the grassroots moral economy network of the local fisheries market in Mueang Chonburi District, Chonburi Province. The study employed a mixed-methods research design. Research instruments included a questionnaire, an interview form, a knowledge test, and an evaluation form. The sample consisted of 235 participants selected through simple random sampling, along with 9 key informants chosen through purposive sampling. Data were analyzed using percentage, mean, standard deviation, needs assessment analysis, content analysis, and t-test statistics.

The results revealed that: (1) regarding the needs for strengthening the grassroots fisheries market–based economy network, the most urgent aspects that required promotion were, in order of priority: member participation, interactive exchange, and shared interests; (2) for the development of the grassroots moral economy network of the local fisheries market, three main approaches were identified: Cakkhuma (having keen eyes to recognize products, assess quality, and make accurate profit predictions), Viduro (ensuring smooth trade, being customer-friendly, and building buyer confidence), and Nissayasampanno (establishing credibility and enhancing access to financial resources); and (3) in terms of presenting and evaluating the promotion of the grassroots moral economy network, the analysis of pre- and post-test scores indicated that participants’ knowledge after the promotion program was significantly higher than before, at the .01 level of statistical significance. Furthermore, the proposed approaches for promoting the grassroots moral economy network of the local fisheries market in Mueang Chonburi District, Chonburi Province, were evaluated as highly appropriate.