การพัฒนาผลิตภัณฑ์โดยใช้ภูมิปัญญาของกลุ่มชุมชนตำบลธารน้ำทิพย์ อำเภอเบตง จังหวัดยะลา กรณีศึกษา: ผลิตภัณฑ์สานกระจูด

Abstract

This study aims to develop products and create strategies to create competitive advantage. And study consumer satisfaction with new products of community enterprises The sample group studied was the producer community group. Products of Than Nam Thip Sub- district Consumer groups in the three southern border provinces of 1,438,803 people. Tools used include Interview form and questionnaire Analyze qualitative data from interviews and use descriptive statistics in terms of percentage values, average values and standard deviations. Research results The study of community product development found that Krajood wicker products The new product that is developed is the most popular weave pattern, which is Lai Song. The pattern of the wicker products has 3 patterns of development, including 1.) Lai Song 2.) Four patterns According to creativity by using colors to develop patterns such as ladies bags Heroine bags, hats, mats, various forms of packaging, parts of furniture, etc. The product style that is unique to the community is Heroine bag Put all kinds of accessories and ladies bags so it's easy to develop styles. And extending the community's ideas Which mainly develops a variety of bags Format depending on the popularity of the consumer group To be in line with the context of society that changes in environmental conservation Consumption trends of natural materials, integration with modern materials And participation in the application of consumer products by themselves, which will make local handicrafts Stay with the Thai way of life. And education about consumer satisfaction with new products of community enterprises, have the highest level of satisfaction in product quality. In terms of price, suitable for quality), distribution channels, convenience in purchasing products And marketing promotion Speed of service