Development of Frog Products Based on Local Identity to Commercial Agricultural Products of Nong Kung Subdistrict, Kae Dam District, Maha Sarakham Province

Abstract

The objectives of this research were 1) to survey frog farming areas and the quantity of frogs in Nong Kung Subdistrict, 2) to develop new frog-based products as a unique identity, 3) to distribute the new frog-based products through both offline and online markets, and 4) to survey consumer behavior, satisfaction, and analyze marketing strategies. This research utilized a mixed methods approach. The qualitative research was conducted by using focus groups with 15 participants. The quantitative research was conducted by using questionnaires as the primary tool for data collection from a sample of 100 consumers of frog-based products in the area. The data was analyzed by using basic statistics, including percentage, mean, and standard deviation.

            The findings revealed that: 1) In Nong Kung Subdistrict, frogs are raised in both earthen and cement ponds, with an average production volume of 500–1,500 frogs per farm per production cycle, 2) The development of new products consisted of grilled frog chili paste with herbs, sun-dried herbed frog, and crispy frog skin in three flavors, 3) In terms of product distribution, community shops and online markets were found to be the most promising channels and, 4) The summary revealed that consumers were most interested in the crispy frog skin in three flavors (35%) in terms of overall satisfaction and also had a high level of satisfaction with the ease of storage ( = 3.80). The marketing strategy analysis indicated that proactive (SO) strategies should focus on promoting product identity by using high-quality raw materials and local wisdom as selling points. This research could be applied as a guideline for the effective development of frog-based products to compete in the commercial market and to add the product’s value from local knowledge further.