MARKETING STRATEGIES TO PROMOTE COMMUNITY PRODUCTS IN PAYOM SUBDISTRICT WANG NOI DISTRICT PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

The research titled Marketing Strategies to Promote Community Products in Payom Subdistrict, Wang Noi District, Phra Nakhon Si Ayutthaya Province aimed to: 1) study the general conditions and characteristics of community products in the area; 2) analyze the current marketing strategies used by community entrepreneurs; and 3) propose appropriate marketing strategies to promote community products for greater market accessibility. This study employed a qualitative research methodology. Data were collected from 20 key informants, including community leaders, community product entrepreneurs, representatives of government agencies, and local residents, through in-depth interviews, focus group discussions, and participant observation. The data were analyzed using content analysis.

The findings revealed that community products in Payom Subdistrict were diverse and clearly reflected local identity. They were classified into three categories: processed food products, handicraft products, and organic agricultural products. Their strengths included quality, the use of local raw materials, and local wisdom as the foundation of production. However, most products still faced limitations in terms of image, packaging, product standards, production technology, and modern marketing, which prevented them from fully competing in the market. Regarding marketing strategies, the entrepreneurs mainly relied on traditional marketing methods, such as selling within the community, participating in trade fairs, and word-of-mouth promotion, while online marketing had begun to be used but was not yet widespread. The research gap leading to this study was that previous studies still lacked an in-depth analysis of marketing strategies appropriate to the specific context of Payom Subdistrict, particularly the linkage among product identity, product standards, digital marketing channels, external markets, and the roles of network partners. Therefore, this research proposed the development of integrated marketing strategies to enhance the competitiveness and sustainability of community products.