Approaches to Increasing Sales of Community Products in Ranong Province, Thailand

Abstract

This article aims to examine the factors, approaches, and strategies that contribute to increasing sales of community products in Ranong Province, Thailand. Ranong is a coastal province along the Andaman Sea with considerable potential in terms of natural resources, cultural heritage, and a wide range of community-based products, including local coffee products, processed fruits, health-related products, and traditional handicrafts. At present, some community products in Ranong have been promoted through various development initiatives, such as the registration of Geographical Indication (GI) for “Ranong Coffee,” which serves to enhance product value and strengthen market recognition, This study employs a mixed-methods research design, integrating both qualitative and quantitative approaches. Data were collected from community entrepreneurs, marketing promotion officers, and consumers. The analysis focuses on key factors influencing sales performance, including brand development, packaging improvement, the use of online marketing channels, collaboration between the public and private sectors, and participation in marketing activities at the local, regional, and international levels, The findings reveal that “the creation of a strong product identity” and “access to diverse market channels” are critical factors in increasing sales of community products. Successful entrepreneurs tend to leverage digital tools to expand their distribution channels and continuously develop products that align with consumer needs and preferences. Furthermore, the expansion of commercial networks—such as participation in trade exhibitions like Ranong Trade Town and the application of the GI system—significantly enhances product credibility and facilitates access to international markets. The results of this study provide practical implications for relevant stakeholders and policymakers in designing integrated support mechanisms to strengthen community product development, increase sales performance, and promote long-term sustainability.