THE DEVELOPMENT OF PLATFORM FOR DIGITAL MARKETING COMMUNICATION OF VEGETABLES FOR MUANG KHON RICE NOODLES IN FISH CURRY SAUCE WITH KHAO PA NA LE IDENTITY, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research are 1) to develop online platform for digital marketing communication for vegetables for Muang Khon Rice Noodles in Fish Curry Sauce with Khao Pa Na Le Identity, Nakhon Si Thammarat Province and 2) to evaluate consumers’ perception towards vegetables and satisfaction towards online platform for the digital marketing communication. The research is mixed methods: both qualitative and quantitative methodology. The key informants are 11 Rice Noodles in Fish Curry Sauce entrepreneurs and sample group is 386 customers. The research tools were used, namely interview form, observation form and online questionnaires. The reliability of the questionnaire or the Item Objective Congruence (IOC) was obtained at more than 0.50.The research steps include: Step 1: Field study, interview, observation of consumer behavior and using consumers’ survey with questionnaires. Step 2: Development of digital marketing communication platform for vegetables for Muang Khon Rice Noodles in Fish Curry Sauce by entrepreneurs’ participation and step 3: Evaluate consumers’ perception and satisfaction towards online flatform the digital marketing communication by using questionnaires with entrepreneurs and consumers.
The results revealed that 1) entrepreneurs can develop and communicate the value of vegetables in each zone of Khao Pa Na Le with the research team and information signs that connect to online platform to communicate the value vegetables. In addition, in digital marketing communication, there is also communication of food tourism activity. “Eat-Travel-Dhamma” and the wisdom of eating Muang Khon Rice Noodles in Fish Curry Sauce with vegetables together with sub-projects in the research plan. 2) For evaluating the perception of online platform for digital marketing communication of Rice Noodles Fish Curry Sauce Restaurant by using questionnaires with entrepreneurs and consumers, it was found that entrepreneurs reflected that consumers are increasingly aware of vegetables and its value. They increased interest in eating vegetables. This can be observed from inquiries from entrepreneurs. Meanwhile, creating information signs that connect to online platform to provide knowledge about vegetables be a part of creating this awareness. For consumers, they are satisfied with the digital marketing communication platform is at a moderate level and it is noted that there are fewer vegetable eaters in young age groups compared to other age groups.