Product Management of Community Enterprise for Agricultural and Processed Products, Ban Sam Yake, Lam Pho Subdistrict, Bang Bua Thong Distric, Nonthaburi Province

Abstract

This research aims: 1) to study the environment of the Ban Sam Yaek agricultural product and processing community enterprise in Lam Pho Subdistrict, Bang Bua Thong District, Nonthaburi Province; and 2) to examine the marketing mix factors influencing purchasing decisions related to products from the Ban Sam Yaek agricultural product and processing community enterprise in Lam Pho Subdistrict, Bang Bua Thong District, Nonthaburi Province. The research employs a mixed-methods approach, incorporating qualitative methods through SWOT analysis of the environment. The qualitative sample comprises 15 individuals, including community enterprise members and government personnel in the Lam Pho Subdistrict, Bang Bua Thong District, Nonthaburi Province. For the quantitative component, a sample of 400 members of the general public will be selected using purposive sampling. Data will be analyzed using descriptive statistics, calculating means (Mean) and standard deviations (Standard Deviation). The research findings reveal that.

The Ban Sam Yaek agricultural product and processing community enterprise, located in Lam Pho Subdistrict, Bang Bua Thong District, Nonthaburi Province, primarily engages in the sale of rice crackers. Their production process involves processing oyster mushrooms and agricultural produce. They possess strong leadership capabilities, actively promoting cooperation and participation among members in defining operational guidelines, goals, and in analyzing problems, obstacles, product development, and overall group operations. A key weakness identified within the group is the lack of consistent marketing and promotional materials, coupled with a lack of knowledge among members regarding online marketing strategies on online platforms. An analysis of the product marketing mix using the 8Ps framework revealed that respondents placed a high level of importance on it overall. Further examination of individual components indicated that consumers rated "Product" as the most important, followed by "Price", and "Promotion" , respectively. The component with the lowest mean score was "Power".