BRANDING AND MARKETING COMMUNICATION OF VEGETABLE FERN, LANSAKA DISTRICT, NAKHON SI THAMMARAT PROVINCE

Abstract

          This research aimed to 1) investigate consumption behavior and consumer demand for Vegetable Fern (Diplazium esculentum) in Lansaka District, 2) develop a community-participatory brand for Lansaka Vegetable Fern and 3) communicate marketing strategies for Lansaka Vegetable Fern to effectively reach consumers. A mixed-methods research approach was employed. The qualitative phase involved in-depth interviews with 20 key informants, including farmers, food and herbal product entrepreneurs, and representatives from relevant agencies, as well as two focus group discussions with 10 participants each. Research instruments included structured in-depth interview guides. The quantitative phase utilized a questionnaire administered to 400 consumers selected through convenience sampling. Qualitative data were analyzed using content analysis and coding techniques, while quantitative data were analyzed using frequency and percentage statistics.
          The findings revealed that 1) Interviews with farmers, entrepreneurs, and related agencies indicated that vegetable fern has both local and external markets. Middlemen collect the produce directly from farms for distribution within and outside the province, and restaurants both within and beyond the area also purchase directly from producers. Survey results showed that most consumers consumed vegetable fern 1–5 times per month (74.8%). The primary reason for purchasing was its health benefits (29.4%), and the most popular preparation method was blanching (32.6%). However, most consumers did not consider the cultivation source (57.8%) and were unaware that the largest production area in Nakhon Si Thammarat Province is located in Lan Saka District (71.5%). Those who were aware value fertile soil and water resources and as well as a clean environment. Consumers also emphasized convenience in purchasing and prioritized chemical-free produce. Social media was identified as the preferred marketing communication channel (36.9%), with TikTok being the most popular platform (44.3%). 2) In developing a participatory community-based brand, stakeholders proposed Moo 6, Sema Village, Lan Saka District as the representative identity of Lan Saka vegetable fern. They collaboratively defined brand goals, positioning, differentiation, credibility, and brand identity through the creation of a logo, slogan, and mascot for marketing activities. 3) To enhance marketing communication, stakeholders co-created content and presentation strategies for both online social media platforms using video clips and visual storytelling and offline media, including signage and promotional events.