A DEVELOPMENT OF COMMERCIAL POTENTIALS OF BAN WONGWATTANA COMMUNITY ENTERPRISE PRODUCTING HERBAL INCENSE, HATTHASAO SUB-DISTRICT, MUEANG DISTRICT, CHAINAT PROVINCE

Abstract

The purposes of this research were to 1) develop commercial potentials of Ban Wongwattana community enterprises producing herbal incense, and 2) develop opportunities and marketing channels of herbal incense products of Ban Wongwattana community enterprises producing herbal incense. This research was researching and developing by Deming Cycle (PDCA) and applied participatory action research that concentrate on power support from stakeholders which consist to tri-power for development (cooperation
of Ban Wongwattana community enterprises producing herbal incense, power support from government sectors/private sectors and academic power) and there were 25 samples. The data was collected by focus group discussions and analyzed by descriptive statistics and content analysis. The important research results and development were; 1) able to develop commercial potential by creating value of fragrant incense which produced from wisdom and folk herbs, building market share from health conscious customer, creating varieties of marketing channels, building good relationships with customers, making the stability of raw materials and local workers, focus on herbal incense production and community learning center and
community tourist attraction, building trade partners, cost management, and generating income from selling herbal incense. And 2) able to develop opportunities and marketing channels of herbal incense products of Ban Wongwattana community enterprises producing herbal incense by marketing promotion, business group integration in the same supply chain, and sales via electronic commerce.