THE DEVELOPMENT OF MARKETING AND PUBLIC RELATIONS FOR THE PRODUCTS OF OCCUPATION PROMOTION COMMUNITY ENTERPRISE GROUP AT BAN NIKHOM, MUANG DISTRICT, SURAT THANI PROVINCE

บทคัดย่อ

This research aims to study and develop marketing operations, including advertising and public relations, for mushroom sausage products. It employs a mixed-method research approach, including qualitative research methods involving in-depth interviews and focus group discussions. Quantitative research methods involve surveys to examine consumer behavior and preferences. The research findings reveal that there is a demand for creating a product brand identity and developing communication channels through both online and print media for mushroom sausage products. When collecting data from consumers, it is found that there is a high demand for products from community enterprises or community food products in general. Upon closer examination of each aspect, it is found that in terms of product, there is a distinct local identity. Regarding price, it is considered reasonable. In terms of distribution channels, products can be ordered online. As for sales promotion, product information is disseminated through online media platforms such as Facebook and Line.

Based on results of the data analysis, these findings can be used to develop marketing activities, including creating a product brand, naming the product, designing product labels, and improving packaging to convey the community’s meaning and promote the livelihoods of rural community enterprises. Additionally, online advertising and public relations efforts have led to the establishment of a Facebook Fanpage for disseminating news and information.