Guidelines for Building Brand Value of Processed Food Community Enterprises in the Eastern Economic Corridor to Strengthen Local Communities, Bang Khla District, Chachoengsao Province

Abstract

        The purposes of this research were to study: 1) Context and needs of community enterprise products in the category of processed food in the Eastern Economic Corridor, Bang Khla District, Chachoengsao Province; 2) to develop guidelines for creating brand value for community enterprises in the processed food category in the Eastern Economic Corridor, Bang Khla District, Chachoengsao Province, to be used as a guideline to encourage the community to use it in order to generate income for the community; and 3) to stimulate and develop entrepreneurs to be commercial models in creating brand value for community enterprises in the category of processed food in the Eastern Economic Corridor, Bang Khla District, Chachoengsao Province. This Participatory Action Research.  The research results found that female, aged 40 years and above, and had membership status in the community enterprise. They produce their own products such as deep-fried bananas, dried mango dessert, mango jam, sweet fish sauce, dried bananas, chili paste, etc. The average monthly income is between 10,001 - 15,000 baht. The guidelines for building brand value for community enterprises in the processed food category include: processing products from raw materials that come from the nature in the locality to increase value and generate income for households; encouraging and developing entrepreneurs to become commercial prototypes by making packaging that is easy to use, meets consumer needs; and requesting for food and drug quality certification standards.  In addition, the government and private sector agencies should provide more support for distribution.