INHERITING AND ENHANCING CULTURE INDENTITY OF KAREN ETHNIC GROUPS IN BAN NONG BANG LINTHIN SUB-DISTRICT THONG PHA PHUM DISTRICT KANCHANABURI PROVINCE

Abstract

This research aims to synthesize the cultural identity of the Karen community, develop cultural products of the Karen community, study consumer behavior of the Karen ethnic group, and suggest marketing strategies for cultural products of the Karen community of Ban Nong Bang, Lin Thin Subdistrict, Thong Pha Phum District, Kanchanaburi Province. This research used a mixed-method approach using action research. The key informants were: 1) Synthesize cultural identity, 23 people; and 2) Develop cultural products, collecting data from 167 consumers.
The research and data collection tools included structured in-depth interviews, focus group discussions, community forums, and questionnaires. Descriptive data analysis was used. The research results revealed that the cultural identity of the Karen community of Ban Nong Bang has 8 aspects: language, beliefs, food, clothing, music and performances, arts and crafts, traditions, and residence. The product “Karen Spicy Curry Paste” was developed as the main product of the community. Packaging, logo, cost calculation, and distribution plan were designed for both retail and wholesale. Consumer behavior of the Karen ethnic group is mostly because they like to eat regularly, buying
1 - 2 times a week from grocery stores, and preferring plastic bag packaging that is sold separately. and buy 100 - 300 grams at a time. The marketing mix factors in all 4 areas, namely product, price, distribution channels, and marketing promotion, are at a high level, especially the product with the highest average value. Suggestions for marketing guidelines for the product include requesting FDA approval, clearly labeling the price, promoting sales through both online and offline channels, and having government agencies support marketing and control product quality continuously.