Increasing the Capacity to Manage Marketing Channels of Mango and Processed Mango Products that Affect Diversity of Consumer Groups to Create Awareness and Sustainability Through Online Media Systems
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Abstract
The objectives of this research were (1) to study the overview of the mango farmer group, (2) to study the increase of capacity in knowledge management of the mango farmer group (3) to study and design the increase of capacity to manage marketing channels of the mango farmers; and (4) to propose mechanisms to increase the capacity to manage marketing channels of mango and processed mango products. In this research, 30 participants were involved in a qualitative action research process. The instruments used were data collection from participant interviews, small group discussion and brainstorming.
The results of the research found that: (1) farmers cooperate in turning to grow mangoes, and processed mango products had good management practices for both cooperatives and community enterprises. (2) Overview of knowledge management in marketing channel management for online media market is mostly known, but they still lack of appropriate knowledge. They often sell mangos online. (3) Sales of mangos through online media is considered as an additional marketing channel. (4) Developing marketing mechanisms.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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