EVALUATION OF IMPLEMENTATION OUTCOMES OF THE LIVESTOCK FARMING PROMOTION PROJECT IN THE SOUTHERN BORDER PROVINCES A CASE STUDY OF CHONG KHET BEEF CATTLE GROUP IN TALUBAN SUBDISTRICT, SAIBURI DISTRICT, PATTANI PROVINCE

Abstract

This research aims to evaluate the performance of livestock promotion initiatives in the southern border provinces, with a case study of the Chongkhet Beef Cattle Group in Taluban Subdistrict, Saiburi District, Pattani Province. The study employs a mixed-methods research approach. The sample group consists of 18 farmers who are either members of or connected to the Chongkhet Beef Cattle Group in Pattani Province and have received technology transfer. Additionally, four key informants include stakeholders involved in the development and upgrading of the group using science, technology, and innovation. The research instruments include questionnaires, structured interviews, observation, and evaluation forms. Data were collected through questionnaires and in-depth interviews. The statistical methods used in this study include the mean (µ) and standard deviation (σ), along with content analysis. The findings indicate that implementing livestock promotion initiatives in the southern border region has led to the development of four beef-based products: 1) Steak, 2) Sliced beef, 3) Fermented beef sausage, and 4) Skewered beef. Packaging development efforts have also been undertaken, including designing the group’s logo, branding, and packaging for all four products. Prototype products have been developed for commercialization. Moreover, the Chongkhet Beef Cattle Group has formulated marketing strategies for product distribution and has conducted training programs for interested local farmers. Project evaluation using the CIPP Model indicates an overall success at a reasonable level. Specifically, the outcomes and input factors are rated as very good; the context is rated as good, and the process dimension is rated moderately.