Product development from rock salt of Ban Dung Nuea Community enterprise group Ban Dung District Udon Thani

Abstract

The research aimed 1) To construct the product characteristics influencing the rock salt purchasing decision of Ban Dung Nuea community enterprise. 2) To construct the guidelines for the development of the rock salt products of Ban Dung Nuea enterprise. The questionnaires and the focus group discussion were used as the research tools. The sample group used in the construct was the consumers who purchased the rock salt products from Ban Dung Nuea community enterprise of unity power brand for 400 people. The statistics used in the data analysis were averages, standard deviation, multiple regression analysis and focus group discussion of  Ban Dung Nuea community enterprise for 9 people. The research at the point found that the majority were female, 21-30 years of age,    most of them had a lower level of education bachelor's degree, working as a freelance and earned an average monthly income of 9,001 – 15,000 Baht. The hypothesis test of the composition of products that influenced the decision to purchase rock salt of Ban Dung Nuea community enterprise found that the main benefit product, The basic products, The component product and the potential product influenced the purchasing decision of rock salt product. The focus group discussion found that most of the opinions are focused on the value added development of the rock salt products, To confidence to the customers by focusing on the food and drug standard products. For the development guidelines of the rock salt products of Ban Dung Nuea enterprise. We awareness of the main producer community enterprises want. Then the salt products are divided into 3 types such as salt for cooking, salt for cosmetics, salt used in agriculture. In addition, there are the products from flower salt were launched into the market which leads to income for the local community enterprises.