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