Create awareness to promote marketing through the storytelling of OTOP Kae Farang products, Sa Kaeo Province
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Abstract
This research aims to study the creation of marketing stories of OTOP Kae Farang in Sa Kaeo Province. “OTOP Kae Farang” is a project of Aranyaprathet School, Aranyaprathet District, Sa Kaeo Province. The school is located near the Thai-Cambodian border. It provides education to students in Mathayom 1-6 in the subject of Home Economics for students who are interested in choosing this career in the future. The school supports students to practice making desserts and bakery products for sale under the school’s brand, “OTOP Kae Farang." This research uses qualitative research methods. The research tools are in-depth interviews and specific sample selection according to the research objectives. The informants of this research are OTOP Kae Farang entrepreneurs, totaling 7 people. The research results are marketing stories of OTOP Kae Farang disseminated through digital and mixed media. The content of the stories consists of 5 dimensions: product origin, product properties, product value, purchase persuasion, and purchase feasibility.
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