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Product Development and Upgrading Marketing Potential of Degraded Longan to Commerce in Lamphun Province |
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| รหัสดีโอไอ | |
| Creator | Sutapat Kongkird |
| Title | Product Development and Upgrading Marketing Potential of Degraded Longan to Commerce in Lamphun Province |
| Contributor | Shaw-Yu Fang, Parichart Songsanandr, Sujitra Rodsomboon |
| Publisher | Doctor of Philosophy in Social Sciences Association Ramkhamhaeng University |
| Publication Year | 2569 |
| Journal Title | Ph.D. in Social Sciences Journal |
| Journal Vol. | 16 |
| Journal No. | 1 |
| Page no. | e278258 |
| Keyword | Brand Development, Marketing Potential, Degraded Longan |
| URL Website | https://so05.tci-thaijo.org/index.php/phdssj |
| ISSN | 2985-0037 |
| Abstract | This research article aims to develop and create a brand of degraded longan products, to provide knowledge on product development and marketing potential of degraded longan, and to generate income for degraded longan farmers in Lamphun Province. This research is a mixed-methods research between qualitative and quantitative research. The qualitative research collected data through a focus group meeting with 20 key informants and analyzed data using the constructionism to interpret data. The quantitative research collected data using a questionnaire with a sample of 80 people. The data were analyzed using basic statistics, including mean, standard deviation, and inferential statistics, including One Sample T-Test and Paired Samples T-Test.Findings are as follows: (1) The results of the degraded longan processing are to develop health products to add value to the longan products, which are divided into degraded longan flesh, degraded longan juice, and degraded longan seeds. The products of the processing of degraded longan are as follows: (a) Longan and Tamarind spread (No sugar added), (b) Longan jelly with Dietary Fiber Supplement and (c) Longan seed tea with herbs. The brand name “Lam Lam Dee” has been created, with a logo, trademark, packaging, and sales and communication links in all channels.(2) This project has provided knowledge to longan farmers in Lamphun Province. The results are that farmers are able to process the products correctly and appropriately. The satisfaction of the training participants is at the highest level. And (3) Follow-up evaluation after 1-3 months of knowledge transfer, longan farmers’ income has increased more than before, with statistical significance at the .01 level. |
