Development of Catfish Products for Value Addition in Na Pakho Fishing Community, Bang Kaew District, Phatthalung Province

Abstract

          This research aimed to develop catfish products for value addition in the Na Pakho fishing community, Bang Kaew district, Phatthalung province. The study employed a mixed-methods approach, combining qualitative and quantitative research methods with an emphasis on action research. The research process consisted of four steps: planning, action, observation, and reflection. Qualitative data were collected from 28 key informants, including community leaders, villagers, community organization leaders, social enterprise group representatives, and government agency representatives. Quantitative data were gathered from 63 consumers of catfish chili paste products under the Bang Kaew Mueang Lung brand. Interviews, observations, and focus groups were used as tools to collect qualitative data for content analysis, while an online questionnaire was employed to gather quantitative data, which was analyzed using basic statistics.
          The findings revealed that even though the Na Pakho fishing community faces economic challenges, it possesses a crucial resource: catfish. This prompted the value addition of catfish products in the form of catfish chili paste available in three flavors: Herbal Catfish Chili Paste, Crispy Catfish Chili Paste, and Savory Catfish Chili Paste, all marketed under the Bang Kaew Mueang Lung brand. The marketing mix model of the 4P’s, comprising product, price, place, and promotion, was utilized in actual sales operations. Overall consumer satisfaction showed that Crispy Catfish Chili Paste (=4.57) and Herbal Catfish Chili Paste (=4.52) attained the highest level of satisfaction, while Savory Catfish Chili Paste (=4.44) reached a high level of satisfaction. The development of catfish chili paste products will continue based on the community’s way of life and resources for sustainable self-reliance. The recommendations included promoting the formation of catfish chili paste production groups, encouraging the use of local ingredients, and further developing catfish chili paste products. These efforts will help address the economic problems of the community.