Modern Marketing Strategies to Increase the Marketing Potential of Organic Rice Growers and Processors in Mae Hong Son Province

Abstract

This research aims to study and revive wisdom methods, including organic farming methods, and to develop modern marketing strategies to increase the marketing potential of organic rice growers and processors in Mae Hong Son Province. It uses questionnaires as a tool to collect contextual information on consumer attitudes, organic rice growers, and processors from a random sample of 400 respondent. The data collected were analyzed using descriptive statistics, with attitudes measured using a Likert scale. The results were summarized and used to formulate questions to find reasons for analyzing phenomena that occurred regarding the consumption, marketing, growing, and processing of organic rice. Including the study involves analyzing information from documents, conducting in-depth interviews, observation, and group discussions of 50 organic rice growers and processors, with the collected data used for content analysis.

The results of the study found that respondents held attitudes that revitalizing the tradition and culture of traditional rice cultivation should involve communities and government agencies at a high level (   = 3.57). Revitalizing the tradition of making organic rice influences on the decision to purchase organic rice to support community products at a moderate level (   = 3.27), and reviving this tradition has a positive effect on the quality of soil and water in the community at a high level (  = 3.72). Data analysis on organic rice cultivation and processing found that the Pakakayo or Karen ethnic group is the largest group of farmers who grow and sell organic rice. They have a way of life that adheres to organic farming. The most grown rice variety is Bue Polo rice, initially cultivates for consumption but now also processed and sold. Rice producers and processors have evolved in terms of branding, setting prices according to competitors, packaging format, and product diversity.  Production standards have been inspected and certified by Mae Hong Son Province, and five-star OTOP standards help to build consumer confidence. The appropriate marketing strategy for the current market is to increase awareness, expanding distribution channels, use marketing communications through social media, and online marketing to further increase the market potential for organic rice in Mae Hong Son Province.