Increasing Distribution Efficiency And Digital Platform Approaching Of Rose Apple Farmers In Nakhon Pathom Province For Sales-Boosting

Abstract

This article aims to 1) study the distribution of rose apples among farmers in Nakhon Pathom Province, Thailand; 2) propose an approach to easily and effectively introduce rose apple farmers onto a digital platform; and 3) create new knowledge on the appropriate use of online communities to increase sales. A mixed methods research design was used. The research population consisted of 591 households of rose apple farmers and related people. Data was collected through interviews, surveys, and data verification using triangulation. The research results found that: 1) the distribution of Pink Pomelo by farmers consists of many variables, including price, quantity, transportation methods, cultivation, distribution sources, and distributors. 2) Rose apple farmers should start direct marketing through Facebook because it is an easy social media. 3) Necessary knowledge includes the basic digital technology with farmers, preparation of basic resources, use of social media, management of expenses with a focus on low cost, creation of farmers' websites, and creation of content.