Creating Organic Durian Marketing Channel And Communication For Ban Jumrung Community, Klaeng District, Rayong Province

Authors

  • Nathanan Wiriyawit

Abstract

Durian fruit was very high export value and generated a lot income to the country. The Durian farmer could make a lot income which directly related to the local economy. But by the rapid expansion of the plant area in recent year, it could predict that the increasing products volume would lead to oversupply status. This research was opened a new marketing segment to reinforce the traditional marketing channel which was only operated by middle men for exporting which made bottle neck in exportation. This research had prepared both of farmer’ idea and vision to create a different marketing channel by new marketing positioning and product distribution methods to be a managing planning choice for the future risks. Then, the research objective was creating marketing channel and communication for Organic Durian of Ban Jumrung Community, Klaeng District, Rayong Province. This research was Participatory Action Research (PAR). The population was 9 farmers from 9 organic farms. The data collection instrument was interviewing, observation and group discussion. The creating process for marketing channel and communication were 1) meeting for introduction and understanding about the research 2) in-depth interview to key informants 3) data collection of the organic durian marketing 4) group discussion for community analysis 5) workshop and field trip 6) creating marketing channel and communication 7) trial of marketing channel and communication and 8) assessment. The research output was the farmer participation on event marketing, public relations media, online communication, and personal media. The farmers were satisfied with the new marketing channel and communication for organic durian and it could make the confidence for organic durian farmer. The main obstacle was the skill to use social media that was not proficient.

Published

2020-12-01

Issue

Section

Articles