Perceptions of Entrepreneurs towards Marketing Environments and Brand Building Strategies for Community Products In Nakhon Si Thammarat Province

             This research aimed to:1) study the perceptions of entrepreneurs towards marketing environments for community products; and 2) analyze brand building strategies for community products. Populations were OTOP entrepreneurs from the report of OTOP registered entrepreneurs in 2014 in Nakhon Si Thammarat. There were 589 handicraft entrepreneurs in total. Purposive sampling was used. 10 OTOP entrepreneurs were selected for In-depth interviews, with open-ended structured interview forms. Content analysis was used in order to analyze the results. Most of the interviewees were female (70%), 50-59 years old (50%), and with different operation periods as follows: 3 years (20%), 7-13 years (40%), and over 20 years (40%). Most entrepreneurs lacked marketing knowledge. They were unable to analyze themselves, competitors, customers, or environmental tendencies and trends. It was difficult for them to use sustainable development in products or any operational strategies. They did not really understand what brand was. They only named their brands by combining the proper names of their group and types of their products in terms of raw materials, characteristics, or even finished goods.

Credit :  ศณัทชา ธีระชุนห์ // เมธาวัตร ภูธรภักดี // ตรีฤกษ์ เพชรมนต์

https://so05.tci-thaijo.org/index.php/irdssru/article/view/213865