Marketing Development for Agricultural Products of Chiang Mai Community to Compete in ASEAN

Abstract

            The objectives of this research were: 1) to develop the management potential of the agricultural products communities in Chiang Mai province; 2) to analyze the standards of the premium agricultural products communities in Chiang Mai province; 3) to develop the marketing for Agricultural Products of Chiang Mai province communities in order to have the potential to compete in ASEAN. The study was performed a sampling on 6 districts, 14 communities, and 18 products, which were ready to develop the marketing for Agricultural Products of Chiang Mai province Communities in order to have the potential to compete in ASEAN.

            It was the qualitative research.Data were collected from the quality assessment form and the standards of the agricultural products communities in Chiang Mai province by using the criteria to consider the quality and standards’ products. To assess the production level grouping of each community were divided into 4 levels, namely i) premium, ii) classic, iii) standard, and iv) rising star. And the interview form that using content analysis techniques.

            The results were as follows:

            The 18 community’s products groups in Chiang Mai were classified into 4 levels: 1)3 groups of premium products level; 2)3 groups of classic products level; 3)12 groups of standard products level; 4) no rising star products level. In addition, the result of analysis of the marketing for agricultural products level was found that all 18 community’s products groups in Chiang Mai were placed in the national market. Each product required some operational improvements to reach a perfectly premium product level and ready for stepping into the ASEAN market.