Value Added of Processed Melon Products of Ban Thung Melon Garden Community Enterprise
Keywords:
Product Value Added, Processed Products, Community EnterpriseAbstract
The objectives of this research were to develop processed products and marketing strategy for processed melon products of Ban Thung Melon Garden Community Enterprise. By action research together with mixed method, 1) qualitative research in the in-depth interview and focus group with key informants were 10 leaders and representatives of Ban Thung Melon Garden Community Enterprise by purposive sampling, data analysis by using content analysis. And 2) quantitative research using questionnaires to collect data from 400 consumers of processed melon products using convenience sampling method and analyses data by descriptive statistics.
The research results are as follows: In terms of product development, a melon custard product has been developed. In terms of marketing, the results of the research concluded that Brand development, packaging, cost analysis and pricing have been developed. and the product has been sold through marketing channels. From the evaluation of consumer satisfaction, it was found that overall satisfaction was at a high level. with the highest level of satisfaction in terms of palatability/cleanliness of the product and good taste.
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