IMPROVING PRODUCT VALUE THROUGH TECHNOLOGY AND INNOVATION FOR LOCAL COFFEE AND COFFEE FLOWER TEA PRODUCTS OF NAM NAO ARABICA COMMUNITY ENTERPRISE IN PHETCHABUN PROVINCE Research Article
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Abstract
The objectives of this research were to: (1) investigate the demand for enhancing product value through technology and innovation; and (2) develop a tool to achieve such enhancement for local coffee and coffee flower tea products produced by the Nam Nao Arabica Community Enterprise in Phetchabun Province. We employed a mixed-methods approach, combining qualitative research through structured in-depth interviews with five key enterprise members with research and development (R&D) methods. Qualitative data were analyzed using content analysis, while the developed tool's appropriateness was assessed by 15 enterprise members selected through purposive sampling. The quantitative data were analyzed using mean and standard deviation. The findings revealed eight key needs for value enhancement: (1) novel and innovative technologies to add value, (2) low production cost innovations, (3) tools operable by a single user, (4) increased product pricing potential, (5) scalability for further development, (6) integration into tourism, (7) community job creation, and (8) development of community-based tourism programs.The resulting innovation was a hand-operated coffee ball press with a gear mechanism, which received a high level of satisfaction from community members.
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