THE DEVELOPMENT OF FARMERS AS ORGANIC ENTREPRENEURS IN KHON KAEN PROVINCE

Abstract

A study the development of farmers as organic entrepreneurs in Khon Kaen Province is a qualitative study sample group of 23 people was interviewed. The concepts and theories used in the study were marketing concepts consisting of marketing mix pricing consumer behavior analysis market segmentation productivity ideas and principles of organic agriculture from the interview results, the factors and methods of learning for self-improvement of organic farmers were discovered Khon Kaen Province In order to understand the various phenomena occurring in the area from the results of the study, it was found that 1)The background and operations of organic agricultural business operators Khon Kaen Province found that the majority of women were the most, aged between 30-39 years, the most followed by 40-49 years at the most, at the highest level of education at the bachelor's degree level, selling vegetable products the most and having the most registered area of ​​less than 10 rai. The success of organic agriculture in Khon Kaen province was found to consist of 15 factors as follows: 1. Factors of high consumer demand; 2. Factors to increase production capacity. 3. Product Processing Factors 4. Factors that make the difference 5. Factors of certification documents 6. Quality Control Factors 7. Network factor 8. External Threats 9. Factors that determine the selling price 10. Factors for understanding the concept of organic agriculture 11. Factors for analyzing consumer behavior 12. Market Segmentation Factors 13. Productivity Factors 14. Distribution channel factors 15. Marketing Communication Factors. 2) There are three factors related to the success of organic farming entrepreneurs, which are 1. Factors of high consumer demand, 2. Factors in determining selling prices, and 3. Factors to increase productivity by factors to increase productivity Making a difference in yields through plant selection vegetables or fruit plants that are different from other operators obtaining a certificate of organic farming standards at creating marketing communications with clear public relations to the government sector that will bring various support and organic farming entrepreneurs need to increase labor productivity or manage labor appropriately. The quality control of produce to be perfect both internally and externally. The analyzing consumer behavior to let entrepreneurs know their true needs and increasing yields from purchasing produce from other operators, planting planning for consistent crop rotation, and selecting crops in accordance with the environment