The Participation Of The Network To Promote The Marketing Potential Of Ruamjaiphopeang Community Business Group At Cholae Sub-District, Mae Taeng District, Chiang Mai Province, Thailand
The objectives of this study were 1) to investigate the conditions of Ruamjaiphopeang Community Business Group at Cholae Sub-District, Mae Taeng District, Chiang Mai Province, 2) to examine the roles of the participation of the Network to promote the marketing potential of Ruamjaiphopeang Community Business Group at Cholae Sub-District, Mae Taeng District, Chiang Mai Province. The population in the study was 35 members of Ruamjaiphopeang Community Business Group. The instruments used in data collecting were in-depth interview, focus group interview, brainstorming, and group discussion. The triangulation method was used to analyze data based on time, location, and participation with stakeholders. The results of the study present the operation conditions of Ruamjaiphopeang Community Business Group. The group was established according to the government policy which aimed to promote the formation of community members to do a business in order for them to gain extra income, to utilize their free time after finishing their main agricultural work, and to maximize the use of residues from raw material after cultivation to produce Sarjor-caju mushroom and CorpinusSPP mushroom by applying ancestor local wisdom. Additionally, there are different participation patterns of business network. From brainstorming of the group leader and members, it shows that the participation network from the government sectors deal with providing marketing knowledge and budgets to do market plans through training and seminars, giving the group opportunities to sell the products in different trade fairs organized by government. Moreover, they have more channels of distribution; the group members sell their products at their group location, community markets such as Kartluang Muang Kan market, and Mae Malia market. As a result, the group has more marketing potential to serve high demands of health conscious consumers.
Key words- Participation of the network, promoting marketing potential, and community business group