FISH CRACKER OF DATO : MARKETING PROMOTION GUIDELINES A CASE STUDY OF FISH CRACKER MAKING GROUP IN THE AREA OF BAN DATO COMMUNITY IN LAEM PHO SUB - DISTRICT, YARING DISTRICT, PATTANI PROVINCE

Abstract

The objectives of this research article were to study the problems and obstacles in the production of fish crackers and to study the marketing promotion guidelines for the Ban Dato Community in Laem Pho Sub-district, Yaring District, Pattani Province. This research was conducted using in-depth interviews with ten key informants and three secondary informants. The data was analyzed with descriptive analytics. The results showed that the method for producing fish crackers of Ban Dato Community in Laem Pho Sub-district, Yaring District, Pattani Province, comprised the following steps: 1) The ingredient preparation process, which included the preparation of fish and other ingredients; 2) Ingredient mixing process, which consisted of Sardine meat, Tapioca flour, Sago flour, sugar, baking powder, salt, duck eggs and water according to the proportions set; and 3) Method of drying, which included drying the fish crackers on the cracker panels. Problems and obstacles in producing fish crackers in Ban Dato Community in Laem Pho Sub-district, Yaring District, Pattani Province found the following obstacles: 1) Lack of funds to spend in producing fish crackers; 2) Labor problems, most people lacked their will to work and diligence; and 3) Environmental issues, which included weather problem that led to not being able to dry the fish crackers. Marketing promotion guidelines for Ban Dato Community in Laem Pho Sub-district, Yaring District, Pattani Province found the following approaches: 1) Advertising had simple packaging; 2) Selling by salesperson helped push the production of fish crackers in two channels; 3) Direct marketing helped promote the marketing; 4) Capital management consisted of creating investment opportunities and accounting for managing incomes and expenses, and 5) Distribution would have brought the fish crackers to be sold at community shops and community flea markets.