The Study and Development to Enhance Community Products of the Sufficiency-Path Organic Agriculture Community Enterprise, Ban Tham Klong Phen, Non Than Sub-district, Mueang Nong Bua Lamphu District, Nong Bua Lamphu Province DOI:

Abstract

This research aimed to 1) study the problems and needs in upgrading products of the Sufficiency-Path Organic Agricultural Community Enterprise, Ban Tham Klong Phen, Non Tan Sub-district, Mueang Nong Bua Lamphu District, Nong Bua Lamphu Province, and 2) develop and enhance the products of the Sufficiency-Path Organic Agricultural Community Enterprise, Ban Tham Klong Phen. This study employed Participatory Action Research methodology using qualitative research methods. The target group consisted of 40 members of the Sufficiency-Path Organic Agricultural Community Enterprise, Ban Tham Klong Phen. Data collection methods included surveys, in-depth individual interviews, and group interviews. Research instruments included semi-structured questionnaires and satisfaction assessment forms for product prototype acceptance. The main data analysis used content analysis, combined with descriptive statistical data analysis including frequency, mean, percentage, and standard deviation. The research findings showed that the main problems were the lack of distinctive product image and insufficient knowledge for product development. The primary needs identified were the design and development of modern products and packaging that reflect the group's and community's identity. The results of community enterprise product development were divided into potential analysis and strategy formulation using SWOT Analysis and TOWS Matrix techniques. The urgent strategy identified was to improve packaging to be modern and reflect the identity of Ban Tham Klong Phen. Practical training workshops were conducted, resulting in the community enterprise group collaboratively designing product logos and vegetable packaging box prototypes. The evaluation of product prototype acceptance by community enterprise group members showed a high level of acceptance. Subsequently, the designs were registered for intellectual property protection. Key recommendations include implementing the product prototypes for actual production and trial marketing, as well as evaluating the economic and social returns of the products developed through the research and development process.