Development of a Production Model and Upgrading of Community Products Based on Cultural Capital in Tha Kasem Subdistrict, Mueang Sa Kaeo District, Sa Kaeo Province

Abstract

This study aimed to: (1) examine the production potential of community producers in Tha Kasem Subdistrict; (2) analyze the needs of product users; and (3) propose guidelines for developing production models and upgrading community products based on cultural capital in Tha Kasem Subdistrict, Mueang Sa Kaeo District, Sa Kaeo Province. The research employed a mixed-methods approach, integrating quantitative and qualitative methods to obtain comprehensive and in-depth data. In the quantitative phase, the population consisted of consumers or users of community products in Tha Kasem Subdistrict and nearby areas. A sample of 300 respondents was selected using accidental sampling. A questionnaire was used as the primary research instrument and comprised three sections: (1) general information of respondents, (2) opinions on products derived from cultural capital, and (3) needs and expectations regarding the development of community products. Quantitative data were analyzed using descriptive statistics, including percentages, means, and standard deviations. In the qualitative phase, 18 key informants were purposively selected, including producers, entrepreneurs, local leaders, local sages, and representatives from relevant agencies. Data were collected through in-depth interviews and focus group discussions and analyzed using descriptive analysis through categorization and synthesis of key themes.
The findings revealed that:
1. In terms of production potential, most products were durable and functional; however, they lacked standardized pricing. Distribution was primarily limited to the local community or periodic markets, while customer communication relied mainly on face-to-face interactions or telephone calls. Most raw materials were sourced externally. Consumers expressed a preference for products that are refined, aesthetically pleasing, and easily accessible.
2. Regarding consumer needs, respondents preferred products that are of high quality, clean, and safe, with distinctive local identity, modern packaging, reasonable pricing, diverse distribution channels, and certified quality standards.
3. The proposed development guidelines include: (1) promoting knowledge and production skills alongside the conservation of local wisdom; (2) designing products and packaging that integrate cultural capital to enhance value; (3) developing marketing networks and building local product branding; and (4) promoting participatory management and collaboration with network partners to upgrade community products toward sustainability.