Marketing Mix of Creative Local Food Products by Community Participation in The Sukhothai-Si Satchanalai-Kamphaeng Phet Historical Park Special Area

Abstract

The main objectives of this study are 1) to promote and develop creative local food products through community participation in the Sukhothai-Si Satchanalai-Kamphaengphet Historical Park; 2) to upgrade creative local food products to high value local food products and transfer technology to the communities by using local ingredients. The samples were 200 participants. The qualitative research instruments were in-dept interview, observation, and documentation. Then, the data were analyzed using content analysis and prioritization.

The study found that
1. For developing community local food, there should be an urgent action for extension of local wisdom and local food culture since it is an opportunity for strengthening food culture and tradition. Moreover, food supply chain must be considered in every level; upstream, midstream, and downstream.
2. Marketing mix factors for creative local food products were product, price, distribution channels, and promotion. 1) For product, products’ variety and flavors, clear product labels with expiration date were at the highest level (4.30). 2) For price, pricing strategies, clear pricing, suitable prices quality products were at the highest level (4.29). 3) For distribution channels, local market, various marketing channels and online market were at the highest level (4.23). 4) In term of promotion, it was found that more marketing promotion, more public relations, and reaching target audience were at the highest level (4.19). In addition, apart from upgrading products from local wisdom, it is suggested to do further research on suitable packaging development for community products in both provinces.