Upgrading the Freshwater Fisheries Industry across the Supply Chain through Market-Led, Innovation-Enhanced, Income-Increasing Principles in Nakhon Ratchasima Province

Abstract

     This research aims to 1) study the potential of the freshwater fisheries industry throughout the supply chain,    2) study consumer behavior and needs towards the freshwater fisheries industry, 3) create innovations related to the freshwater fisheries industry, and 4) study market system models, both online and offline. The target area consisted of 4 districts: Sung Noen, Mueang Nakhon Ratchasima, Kham Thale So, and Non Thai in Nakhon Ratchasima Province. The target groups consisted of 3 groups: 400 farmers, 400 consumers, and 30 other stakeholders.  Data collection tools included assessment forms, questionnaires, and interviews. The Index of Item-Objective Congruence and Cronbach's alpha coefficient are between 0.90 and 0.97. Data analysis was conducted using descriptive content analysis and quantitative analysis with simple statistics.
     The results showed that 1) the freshwater fisheries industry has high potential. 2) The majority of consumption behavior is towards chilled/frozen products, aiming to generate income for the local community. The reason for consumption is the desire for fresh products. Those involved in the decision-making process for consumption are family members. The time of consumption can be any day. Information about consumption comes from friends, and the decision to consume is based on value for money. 3) Innovation creation consists of 2 parts: innovation in management processes, such as the creation of community enterprise groups for freshwater fisheries aquaculture.  This includes the creation of a freshwater fisheries network in Nakhon Ratchasima province and product innovations such as product processing and packaging for four types of fish: fermented fish, dried fermented fish, fish paste, and crispy fish chili paste. Furthermore, 4) Consumers have a moderate demand for both online and offline marketing systems, with advertising/public relations (specialized media and personal media) having the highest demand.