THE RESEARCH ON DEVELOPING THE COMPETENCY OF LOCAL WISDOM FOOD ENTREPRENEURS TO INCREASE VALUE AND GENERATE INCOME FOR SMALL ENTREPRENEURS AND ENTERPRISE GROUPS IN PHETCHABURI PROVINCE

Abstract

The research objectives are the situation of small entrepreneurs and local food enterprise groups, past and present in Phetchaburi Province, and the needs of small entrepreneurs and the local food enterprise group as a source of products that are accepted by consumers and tourists in Phetchaburi Province and developing a model for enhancing the capacity of local food entrepreneurs. The mixed research method study used a quantitative tool as a questionnaire. The sample group of 60 people was specifically selected and analyzed with percentages and means. The qualitative tool used in-depth interviews and focus group discussions. Selected specifically, key informants were divided into 2 groups: local food group, community enterprise group. Content data analysis and overall summary. The research results found that: 1) The condition of the entrepreneurs: Most of them have a monthly income that is sufficient to support themselves. The local food enterprise group has the expectation that they want to use their time productively and want to have additional income. 2) The needs and expectations of entrepreneurs and local food enterprises want to meet, talk, and exchange opinions, and gain additional knowledge for product development and expansion. and 3) Development of a model for enhancing the capacity of local food entrepreneurs found that 3.1) The overall capacity of local food entrepreneurs is at a good level. and 3.2) The needs and suggestions are: Supporting lecturers to provide additional knowledge and skills in various areas such as packaging, marketing, public relations, members' personalities to have the heart of a good merchant, and the use of local materials. and to support the village to be a model village in the area of sufficiency economy, waste disposal, etc. and to support the installation of solar cells to reduce the burden of paying for electricity and production costs for activity groups, and to organize training for group development.