DEVELOPING DISTRIBUTION CHANNELS THROUGH SOCIAL MEDIA, POMELO PRODUCT, NAKHON PATHOM PROVINCE, THAILAND
Abstract—The objectives of this research were to 1.) study and analyze value chain of Pomelo Product, Nakhon Pathom Province 2.) study use of social media for distribution of Pomelo Product, Nakhon Pathom Province such as Facebook Fan Page 3.) develop distribution channels through social media such as Facebook Fan Page for Pomelo Product, Nakhon Pathom Province. This research was designed as action research and mixed methodology research. The sample was 400 consumers of Pomelo Product and accidental sampling was employed. Key informants were 30 members, leaders, and partners of Pomelo Product. Descriptive Analysis was conducted using Percentage, Mean and Standard Deviation in data analysis.
The research findings revealed that overall Value Chain Activities is at a high level (¯X= 4.09, SD. = 0.55). Inbound Logistics is the highest (¯X= 4.12, SD. = 0.57), followed by Basic Infrastructure (¯X= 4.09, SD. = 0.55. Development of Prototype of Distribution Channels through social media and Content Market is also at a high level (¯X= 4.09, SD. = 0.55). Implementation of Distribution Channels through social media is the highest (¯X= 4.25, SD. = 0.46), followed by Pictures used in social media (¯X= 4.22, SD. = 0.47).