Model Development of Marketing Mix Styles of Community Enterprises Medicinal Plants Group, Nong Khu Subdistrict, Na Dun District, Maha Sarakham Province

Abstract

        The purposes of the research were to 1) investigate contextual study, problems and obstacles in managing marketing mix of the entrepreneurs of herbal community enterprises in Nongku Sub-district, Nadoon District, Mahasarakham Province, and 2) to design and develop a model of marketing mix for the entrepreneurs of herbal community enterprises in Nongku Sub-district, Nadoon District, Mahasarakham Province. Mixed research was employed for the study. The qualitative research focused on collecting the data by unstructured interview thirty members of the herbal community enterprises in NongkuSub-district ,Nadoon District, Mahasarakham Province. The quantitative data was collected by a questionnaire from one hundred and twenty members of the herbal community enterprises in Nongku Sub-district, Nadoon District, Mahasarakham Province. The statistics used were the percentage, frequency, mean, and standard deviation. Structural Equation Model (SEM) .
        The research Results were:
        1.The study showed that the structure of the herbal community enterprises in Nongku Sub-district, Nadoon District, Mahasarakham Province consisted of a chairman, vice chairmen, secretary, a treasurer and senior advisor. Roles and responsibilities were assigned clearly for all members of the herbal community enterprise board. The herbs were collected from local community forests without destroying forest. Additionally, the Nongku Sub-district Administrative organization set up a project on increasing income of farmers based on the Sufficiency Economy Philosophy. The farmers grew herbal plants for their family and sales. The farmers developed the herbal products for sales. However, they encountered high-quality products for marketing competition, and base point pricing, and packaging.The research-based knowledge included a model of marketing mix management for the entrepreneurs of herbal community enterprises in Nongku Sub-district, Nadoon District, Mahasarakham Province consisting of marketing promotion, price products channel physical description officers and work process, development of marketing mix management for the entrepreneurs and guidelines for improving performance efficiency of the entrepreneurs of herbal community enterprises in Nongku Sub-district, Nadoon District, Mahasarakham Province.
        2.The research results indicated that the overall marketing mix of the entrepreneurs of herbal community enterprises in Nongku Sub-district, NadoonDistrict, Mahasarakham Province was at a high level. The seven high rated items of the marketing mix were marketing promotion, price, products, channel, physical description, officers and work process respectively.