Promotion marketing and distribution of traditional bamboo basketry products. Case Study of Ban Kiew Lae Pa Pao Elderly Group, Mae Wang District, Chiang Mai

Abstract

The Elderly Cooperative Group called “Oui Son Laan” (in the Lanna language literally means teaching grandchildren a basket weaving by grandparents) was established at Kiu Lae Pa Pao Village, Mae Wang District, Chiang Mai. The mission of the group is to pass on the local wisdom and arts of weaving to people in the community. Since most of communities considered the basketry business as a minor income, the marketing knowledge and skill were required to sustain the basketry business operation. Hence, the purposes of this research are 1) to study the marketing promotion strategies and channel of distribution of the original-pattern bamboo basketry 2) to develop and issue the guidelines of distribution 3) to improve the elderly potential of a Thai aging society in the 21st century. It is expected that the result of this research can be applied to other relevant cooperative groups. According to the questionnaires regarding the channel of distribution and value adding of bamboo basketry, it is indicated that price and quality are the most significant considerations to meet customers’ expectation (M = 4.25, S.D. = 0.43).  It followed by the varied approaches of value adding of the bamboo basketry (M = 4.09, S.D. = 0.29) and product elaboration (M = 4.07, S.D. = 0.32). In terms of factors that influence buying decision, the acceptable selling prices and local identities of the basketry products are fundamental factors, accounted for 22.58 percent. Meanwhile, 38.71 percent of the respondents reckoned on the modern trade approach as it is the suitable marketplace for channel of distribution. Additionally, the profit margin at 20 percent is the applicable selling price rate for wholesale buying whereas above 30-40 percent for online retail buying.