Community learning for marketing management and digital marketing of Jasmine Rice by Nong Hin Housewives Group, Ratchaburi Province

Abstract

Background and Aim: The Nong Hin Housewives Group has been instrumental in cultivating and marketing Jasmine rice, a product renowned for its quality. However, the group faces challenges in adopting modern marketing strategies, particularly in the digital realm. This study aims to analyze the current marketing practices, identify gaps in digital marketing skills, and develop a framework for effective community learning. By leveraging digital tools, the group can enhance its marketing efforts, reach a broader audience, and increase product sales. Materials and Methods: This study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews. Surveys were distributed to 200 community members across different generations to assess their digital media usage and preferences. In-depth interviews were conducted with key members of the Nong Hin Housewives Group to understand their marketing challenges and aspirations. Data were analyzed using statistical methods for the survey responses and thematic analysis for qualitative data. Results: The findings reveal a significant disparity in digital media usage among different generations, with Facebook emerging as the most popular platform. The data indicate that 66.50% of respondents actively use Facebook for marketing purposes. The study also identified challenges related to digital literacy within the community, affecting the effective use of online marketing tools. Despite these challenges, there is a strong interest in learning and adapting to digital marketing strategies. Conclusion: The research underscores the importance of community learning in enhancing the marketing management and digital marketing capabilities of the Nong Hin Housewives Group. By investing in digital literacy training and developing tailored marketing strategies, the group can significantly improve its outreach and sales of Jasmine rice. The study emphasizes the need for ongoing support and resources to facilitate the transition into effective digital marketing practices.