This objective of the research on “Strategy Development and Increasing Market Opportunities for Organic Fishery Products based on Sustainable Self-Reliance of the Community Enterprise Groups in Chanthaburi and Trat Province were to 1) study buying behavior and consumption demand of organic fishery product base on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces, 2) study strategies and increase of market opportunity for organic fisher products based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces 3) develop strategies and increase of market opportunity for organic fisher product based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat province and 4) establish strategies and increase of market opportunity for organic fisher product base on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces. The research was a public participation research using a questionnaire, an interview, an evaluation of brand image satisfaction for organic fisher products based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces, an appropriate assessment and satisfaction towards the strategies and increase of market opportunity for organic fisher products based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces. The results showed that:
The study of buying behavior and consumption demand of organic fishery
products based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces found that:
The height aspects of behavior and consumption demand of organic
fishery products based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces included interesting packaging (x ̅=4.60), modern packing (x ̅= 4.53), eye-catching color (x ̅= 4.51), height quality of shrimp paste, dried shrimp and dried fish (x ̅=4.41), and variety of cooking (x ̅= 4.32) respectively.
1.2 The behavior and consumption demand of organic fishery products base on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces (selling point, price and promotion) revealed that, in terms of selling point, the product were bought through online channel such as Facebook Line (x ̅= 4.22), through production source (x ̅= 4.09) and the rest area/tourist attraction (x ̅= 3.99). For the price, the consumers considered worthiness (x ̅= 4.38), appropriate price-not too expensive (x ̅= 4.23) and cheap price (x ̅= 4.05). For promotion, the consumers considered from frequency of advertisement (x ̅= 3.35) and frequency of exhibition/fair (x ̅= 4.02) respectively.
1.3 The behavior and consumption demand of organic fishery product based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces (simulant: product, selling point, price and promotion) revealed that the quality of the products of organic fisher community enterprise group was good (x ̅= 4.77), good taste (x ̅= 4.24) and nice color (x ̅= 4.23) respectively.
1.4 The behavior and consumption demand of organic fishery products based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces revealed the consumers, who answered the questionnaire, had never acknowledged about organic fishery. Some mentioned that they had heard about the products and had bought them. The important individual/family factors of consumer were gender, level of education and having children in the families. Whereas level of income did not impact their buying decision much. The key reasons for buying organic products were non-toxic, safer because they had been checked, fresher and expected for better taste.
1.5 The behavior and consumption demand of organic fishery products based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces (products, selling points, prices and promotion) the consumers highly considered the residue and nutrition (x ̅= 4.37), knew the organic farm products (x ̅= 4.32), consumed hydroponic (x ̅= 4.24) and were stimulated to buy organic farm product by the advertisement (x ̅= 4.06) respectively.
1.6 The behavior and consumption demand of organic fishery products based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces (simulate) showed that the quality of vegetable was good – no chemical (x ̅= 4.40), impression towards the quality of organic fishery community enterprise (x ̅= 4.23), and the quality of organic farm community enterprise was good (x ̅= 4.05) respectively.
2. The study result of market strategies and increasing market opportunities for fishery community enterprise and organic farm based on local economy in Chanthaburi and Trat province. The result SWOT analysis of fishery community enterprise and organic farm based on local economy in Chanthaburi and Trat province found that:
2.1 Strength-the government did not have support for all community enterprise that had lower cost than the market. When they had Weakness : Lacked of subsidy to operate. Some of them also lacked of will or steadiness to improve. No experience about management and product distribution. Opportunities : The supporting from public did not cover all groups of them. The way to do was displaying their with an exhibition fair or roadshow, Fundraising from government or firms for developing. Threats : Lacked of knowledge about marketing strategy. No integration between management and manufacturing network. Also lacked of know-how to distribute the product. Product improvement was only the de
2.2 The overview of the 3 found matters of the marketing strategy and marketing opportunity enhancing for agriculture goods; No. 1 is “Marketing” (X ̅ = 2.89) refers to marketing planning, product availing at private or public fairs, coordinating with external source for product distribution. No. 2, Management (X ̅ = 2.88) refers to a planning about fundraising and marketing, dividing up the work and No. 3 , Transformation (X ̅ = 2.83) refers to the product transformation to the new one wanted by the market, logo reforming to be more modern and durable, the trademark which can be attracted, gorgeous and can improve product grade.
3. The study outcome of the develop strategies and increase of market opportunity for organic fisher product based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat province.
3.1 The factors affecting the average and the standard deviation of a priority of product value to organic fishery consumer’s consideration based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat province. were; eye catching color (X ̅ = 3.66), proper size (X ̅ = 3.66), good looking (X ̅ = 3.69) feel safe (X ̅ = 3.70) trustable quality (X ̅ = 3.65), ease to recall (X ̅ = 3.65) feel durable (package and color) (X ̅ = 3.61) and displaying all significant details, ease to contact (X ̅ = 3.61) All of them are in high level.
3.2 For the factors affecting the average and the standard deviation of sustainable self-reliance of the community enterprise group in Chanthaburi and Trat province. Had an average in high level which is (X ̅ = 3.61) Two runner-up are BT and PD had the same (X ̅ = 3.70), still in high level. No. 2 , PQ and ASS had the same average (X ̅ = 3.66), high level as well. No. 3 is SQ (X ̅ = 3.65) (high level) And the least one, No.4 , is BA (X ̅ = 3.31), high level too.
4. The study result of the establish strategies and increase of market opportunity for organic fisher product base on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat provinces. found that.
4.1 The level of the average and the standard deviation strategies and increase of market opportunity for organic fisher product based on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat province., top 3 were; having the coordinated business either trading or profitability between each community (X ̅ = 4.86). This was the highest average. And runner-up were having an coordination to increase the productivity for a community (X ̅ = 4.84) bringing out the joint-learning from occurred situation (X ̅ = 4.84) having an idea or how to coordinate between each community in many ways such as dividing up the works, building and sale (X ̅ = 4.84) having the developing for more efficiency of the product (X ̅ = 4.84) and building up the network with the proactive management (X ̅ = 4.84) respectively.
4.2 The level of the average and the standard deviation of the possibility level to establish strategies and increase of market opportunity for organic fisher product base on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat, top 3 of their products were; appropriate organizing (X ̅ = 4.84) having clear arrangement about qualification, payment, and benefits (X ̅ = 4.84) and having an idea or how to coordinate between each community in many ways such as dividing up the works , building and sale (X ̅ = 4.84) respectively.
4.3 For the level of the average and the standard deviation of the satisfaction to attend the establish strategies and increase of market opportunity for organic fisher product base on sustainable self-reliance of the community enterprise group in Chanthaburi and Trat, total number for who taking this part were 50 people, the top 3 issues were; full and complete details during the course (X ̅ = 4.84) unable to use further (X ̅ = 4.64) time spending as the schedule (X ̅ = 4.06) respectively
