Marketing Strategy Management, Marketing Channels, and Logistics Systems Affecting Market Expansion in Developing Vegetable Products No. 8 in PhanomSarakham District, Chachoengsao

Abstract

This research has the following objectives as follows:  1) to study overall view of the grouping of vegetable product no. 8 farmers, 2) to study the management of marketing strategies, marketing channels, and logistic systems, and 3) to study the relationship of the marketing strategies, marketing channels, and logistic systems affecting the market expansion in developing vegetable product no. 8 in Phanom Sarakham district, Chacherngsao province. 

Population and sample group were volunteer farmers and interested in participating in the study, namely, farmers group number 8 growing in Phanom Sarakham district. Chachoengsao province, 30 people. And the method of data analysis using participatory action research, both qualitative and quantitative, in collecting data by means of document study Related research from the interview and participatory observation.

The research results found that:  1) on overview, vegetable product no. 8 farmer groups had grown agricultural plants for their household use until the government units came to support and they set up farming membership groups and continued to plant on large agricultural plots.  In times, they could develop themselves in management and connecting to other community enterprises; 2) on overview of marketing strategies management, they could verify needed marketing goals, build up acknowledgement for farmer groups and customer groups to be able to sell more of the products and increase their earnings yearly, taken into consideration the pricing, distribution, promotion, products, packaging, and information factors to reach consumer groups in acknowledging agricultural products.  On marketing side, selling their own products, word of mouth, or regular customers, and logistic systems would help more in daily transportation; and 3) the relationship of the marketing strategies management, marketing channels, and logistic systems affecting market expansion to develop vegetable product no. 8 resulted in farmer groups verifying goals in building acknowledgement of marketing plans to increase sales, finding their own marketing channels and through middle men.  On the other hand, on logistic systems, they would emphasize transportation of their own or through middle men to decrease management expenses.