A GUIDELINE OF CAPACITY'S DEVELOPMENT FOR CHANNELS OF DISTRIBUTION : A CASE STUDY OF SIMMERED PICKLED FISH OF NIKHOM SONGKROH'S COMMUNITY ENTERPRISE, UDON THANI

Abstract

Abstract— This research aims to 1) to study the problems and methodology of development the community enterprise Plara Lon (simmered fermented fish) Nikom Songkroh 2) to develop the distribution channel of the community enterprise Plara Lon (simmered fermented fish) Nikom Songkroh’s products which was a quantitative research. The research population were 399.89 participants so that the sample of 400 participants were collected by Multi-stage Sampling and determined by the population data of 2021. The reliability was 95 percent and the Standard Deviation was 5 percent. The related demographic findings were: The majority were females with 44 – 55 years of age, graduated from high school or equivalent, being general employees, and earning 10,001 – 15,000 Baht. They generally purchased via E-commerce channel such as Facebook, 1 – 2 times a month, a In consequence, the researchers had discussed with the community enterprise Plara Lon (simmered fermented fish) Nikom Songkroh, which was a small community enterprise, found that the distribution during Covid-19 pandemic struggled for relying on attractive channel. The researchers aimed at the marketing channel development to extend the market and the distribution channel including the community enterprise system’s development for better performance, up-to-date technology, the latest marketing situation to further the products’ value and incomes of suppliers