AGRICULTURAL BUSINESS DEVELOPMENT OF FARMER OCCUPATIONAL GROUPS, CHANG SAI SUBDISTRICT, PHRA PHROM DISTRICT, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research to study the development of agricultural business of farmer occupational groups in Chang Sai Subdistrict, Phra Phrom District, Nakhon Si Thammarat Province, and to propose appropriate development approaches. A mixed-methods research design was employed. The sample consisted of 372 residents of Chang Sai Sub-district, determined using Krejcie and Morgan's table through cluster sampling. Key informants comprised 20 purposively selected participants: 2 local administrators, 3 agricultural occupation experts, 5 community leaders, 5 farmer group members, and 5 product buyers from the farmer occupational groups. Research instruments included questionnaires and structured interviews. Descriptive statistical analysis utilized percentages, means, and standard deviations, with data presented through tables and charts. Research findings revealed that agricultural business development across all five dimensions achieved the highest mean level overall. When examined by individual dimensions in descending order of mean values, the results showed: marketing promotion and income generation development, environmentally-friendly production, modern innovation and technology utilization, sustainable business management, and agricultural business development partnership linkages. Recommendations for agricultural business development approaches for farmer occupational groups encompass five dimensions: 1) environmentally-friendly production, 2) marketing promotion and income generation, 3) sustainable business management, 4) modern innovation and technology utilization requiring appropriate technology selection suited to local contexts with comprehensive knowledge transfer systems to group members, and 5) agricultural business development partnership linkages. These findings provide a comprehensive framework for enhancing agricultural business sustainability and competitiveness through integrated development strategies addressing production methods, market access, management practices, technology adoption, and stakeholder collaboration in rural agricultural communities