วารสารวิทยาลัยบัณฑิตเอเซีย ...

The objectives of this study were: 1) to explore the potential of community products and their development needs in the Northern Regional Economic Development Network, 2) to examine the demand for community products from entrepreneurs and consumers in the Northern Regional Economic Development Network, and 3) to study ways to increase the value of community products in the Northern Regional Economic Development Network to the global market, using both quantitative and qualitative research in the five provinces of Chiang Rai, Nan, Lampang, Phitsanulok, and Nakhon Sawan. The study sample consisted of three groups: 1) 30 personnel involved in community product development, 2) 50 community members with community products purposive sampling, and 3) 500 entrepreneurs and consumers selected through random sampling. The research found that: 1) the potential of community products and their development needs in the Northern Regional Economic Development Network were mangosteen, agar (a type of freshwater seaweed), coffee, arabica, mango with flower nectar, and sweet vegetables, which required product development, packaging, and branding; 2) the demand for community products from entrepreneurs and consumers in the Northern Regional Economic Development Network was found to be high for all products studied, especially for their unique features and quality; and 3) ways to increase the value of community products in the Northern Regional Economic Development Network were to improve product quality, develop a strong brand identity, and establish a distribution system to reach international markets.