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Mae Hong Son province is located at the northwesternmost part of Thailand. Based on the cold temperature all year round, the place becomes a perfect area to grow coffee. Most of coffee farmers in Mae Hong Son sell their coffee cherry or parchment coffee to middlemen from outside the area. The significant problems are underselling of the products, lack of communication among coffee growers, and lack of quality of coffee processing and the knowledge in transforming parchment coffee to roasted and green coffee bean. This study was conducted to determine factors affecting the consumer selection of Arabica coffee products and analyze the economic feasibility in processing Arabica coffee product of community enterprises in Mae Hong Son province. The research design applied in this research is a purposive sampling of 200 people in Mae Sariang and Mae La Noi districts to analyze the first objective by using the Binary Logit Model. For the second one, a purposive sampling of 200 people in members of Mae Hong Son’s coffee community enterprises to analyze costs, benefits, and economic feasibility. The result of this study indicates that the target market of Arabica coffee is students and working age groups for their own consumption. The presence of product source is preferred. The marketing strategies are able to increase the possibility of purchasing the coffee product. The findings of economic feasibility analysis showed that the investment on processing coffee gives the worth of return on investment (gain the profit) and only takes the payback in 4 months. Overall, the paper draws new insights of the investment data analysis which benefits for future investment plan and marketing plan of coffee farmers, public, and government agencies of Mae Hong Son province.
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