แนวทางการบริหารส่วนประสมทางการตลาดธุรกิจผักปลอดภัยจากสารพิษในมุมมองผู้ผลิต: กรณีศึกษา อำเภอเมือง จังหวัดขอนแก่น

Abstract

This study is aimed at examining problems and difficulties and proposing solutions in marketing mix management of businesses selling vegetables that are free from chemical residues.Key informants, all from Amphoe Muang, Khon Kaen, were a group of 15 farmers (3 persons each from 5 villages) who grow vegetables. Qualitative research methods were used to collect and analyze the data. Data were collected by using interviews and observation guide. The research findings are as follows. The problems of market principles and four criteria. (1) The problem of no clear quality control standards can be solved by having experts validate the quality standards of the vegetables. (2) The high cost of can be addressed by of chemical-free vegetables differentiating pesticide-free vegetables from ordinary ones by creating value, quality, standards, and reliability. (3) Problems of market sites can be solved by adding new distribution channels. (4) Solutions to problems of promotion include branding, ensuring reliability, and building quality for consumers.