Unersity Teknologi Malaysia,

Johor Bahru, Malaysia

18-20 November 2016

THE REINFORCING OF COMPETENCE IN HUMAN RESOURCE

FOR THE FARMERS GROUP OF ORGANIC STRENGTHEN
PRODUCES TO SUSTAINABLE
ENTERISE
COMMUNICATIONS
Wipawan Janprachom
Rajamangala University of Technology Rattanakosin
96 Moo 3 Salaya Phutthamonthon Nakhonpathom, 73170, Thailand.
(Email: wipawan.jan@rmutr.ac.th)
ABSTRACT
This research aimed to 1) study the state of the organic production,
2) study the management of organic produce of farmers, 3) study
the problems in organic production, 4) study factors in the data
segment of a person, 5) compare the difference between the
average level of performance and expectations of the management
of production of the farmers. The instruments used in the study are
interviewing and a questionnaire for the main data used in
qualitative research. The population was selected from the sample
of 17 people. Data were analyzed using descriptive statistics
including analysis of frequency, percentage, mean, standard
deviation for inferential statistics, confirmatory factor analysis, and
pattern analysis of the results. The results from the marketing of the
farmers who produce organic strengthen sustainable communities
to build up the community sustainability that mostly influenced by a
descending sequence, process products, personnel, physical
distribution, pricing, and promotion.
Keywords: Marketing, Organic Farming, Community
INTRODUCTION
Behavior demands products and services in a unique way that is
more popular. Entrepreneurs and marketers sought to meet the
needs of consumers in the form of goods and services on the same
lot Mass Market so as to meet the needs of customers in all markets.

Moreover, specific customers even more. [1] To achieve the goal of

business means to get profit. Marketing activities and event
marketing are strategically placed to provide appropriate products
and services. Analysis target the position of the product about the
environment, society, and culture in order to meet the needs of the
consumer satisfaction. [2] Disseminating information widely and
extensively can make the people aware of the problem of natural
phenomena and natural environment even more such as
greenhouse gas, climate change, drought, earthquakes and floods,
which can be from the above company. Alternatively, organizations
were featured on the environment even more. This result was from
the development of various fields and the impact of changes in the
context of marketing management businesses as well. The
developments of the past affect marketing management in four
important ways. 1) The rise of the competitiveness and globalization
of markets has increased 2) The economic growth of the service
sector maintains customer satisfaction and customer loyalty 3) The
development of information and communications technology are
faster, and 4) Enhancement customer relationships with effective
marketing plans to ensure that customers continue buying the
product longer. [2] It is about the use of various marketing
strategies. There is a need to change the environment and the
context of the enterprise. Marketing activities are created to
facilitate the exchange and causes which aimed at meeting the
needs of the people to satisfy with the response to what they want.
Goods or services are done through the exchange of something of
value to each other. Marketing Management is the process of
planning concepts, product management, pricing, and distribution.
Moreover, promotion the market for products and services that
contribute to the creation, exchange needs, customer satisfaction
goals and packaged are required. Marketing plays a key role in
driving the implementation of the enterprise which enable
organizations to achieve their desired purpose. The system is about
managing manufacturing resources, distribution, trade, and
Industry. [3] The development community will be able to help them.
The government of Thailand has set a policy aimed at encouraging
people to add value to existing resources in the community such as
the production of goods in the Community under the One Tampon
One Product (OTOP) which is a method that works well. Its also
generate revenues and sustainable careers for people. As a result,
the community has grown rapidly in just one decade. Next is
working as a system. It is easy to link events together and drafting
legislation to support the activities of the community. Modern
agricultural machinery is required to yield the desired aesthetic
appearance. Moreover, it produces in large quantities. For delivery
to sales, farmers have used chemicals on farmland in very high
doses which cause toxic contamination of soil, water and air and

also the residues in agricultural products. [4] The farmers became

aware of the problem of farming that use of more chemicals. It has a
new model of agriculture that cares for the health of producers and
consumer and also including greater attention to the environment.
Organic farming systems are concepts and methods of operation
that are environmentally friendly. [5] Organic farming has been
particularly the focus of global consumption. "Health food", that
consumer have awareness about health and food safety, is useful in
making "health food business" happen very quickly, which makes
marketing organic products launched, but government agencies.
The policy of promotion was "Food safety" in the international
conference on organic agriculture in the country. The International
Federation of Organic Agriculture (IFOAM) and the Food and
Agriculture Organization (FAO) and the Earth Net Foundation Green
mainly do net-hosting activities in the international organic
stimulate interest. Both production and consumption were planed of
policies on organic agriculture to be more concrete. Farmers have
turned to organic crops grown widely. People pay more attention to
health care and eat plants, vegetables more because there is no
chemical residue. However, farmers in organic production in the
absence of marketing plans, sometimes do not yield enough sales to
meet customer needs. Therefore, the issue of making the research
interested in studying the style management marketing of
agricultural producers in organic farming from Nakhon Pathom in the
past communities, and farmers in Nakhon Pathom. Most popular rice
until 30 years ago, farmers in the area began to grow rice, cassava,
vegetables and more. As a result stated above, the researchers are
looking to develop a management model for the marketing of the
farmers who produce organic farming to strengthen the enterprise
and sustainable communities to meet the needs of consumers
properly and timely realization. The efficiency and effectiveness of
operations are sustainable.
The objective of the research
1. To determine the general condition of the farmers who
produce organic farms in Nakhon Pathom.
2. To form the marketing of organic farmers in Nakhon Pathom.
3. To study the problems and difficulties in managing the
marketing of the farmers who produce organic Nakhon Pathom.
4. To study results supporting the farmers who handle the
marketing of organic product to strengthen of sustainable
community enterprises.
5. To ensure the consistency of the management style of
marketing for the farmers who produce organic by predicted the
strengthening of sustainable community enterprises with empirical
data.

6. To study the influence of direct and indirect forms of

marketing management of the farmers who produce organic
products that can predict a strengthening of community
sustainability.
Research questions
1. What is the general condition of the production in organic?
2. What is the management model for the manufacture of
organic farmers in Nakhon Pathom?
3. What are the problems in Organic production?
Hypotheses
1. The relationship model of style management marketing of
organic farmers and manufacturers predicted the strengthening of
sustainable communities is consistent with empirical data.
2. Factors of products, pricing, and distribution channels and
the process of the individual promotion physically influences on the
strengthening of community sustainability.

The scope of the research project

This research is a hybrid (Mix method research) between
qualitative and quantitative research study. The scope of the
research is as follows:

The scope, content

The research focuses on the study concerning the development
of marketing management of the farmers who produce organic
strengthening of sustainable communities which is divided into two
parts: a study in-depth interviews and a survey by questionnaire.

The scope of the primary (qualitative).

The data is president of the 17 farmers who were in the study. The
researchers are finding the key informants to provide information.
With the information from the site is crawled by the enterprise
community. Next, the selected community groups are organic
groups. The website has information on the part of the contact as
well, including the name of the product and contact information.
After all the research I have conducted a phone call to the
community to be targeted. It explains the purpose of research.
Moreover, it is consentant to interviews with key informants to make
an appointment for interview

The scope of (quantitative).

The study population consisted of consumers of organic products in

the city of Nakhon Pathom including KPS Len Nakhon Chai Si Tum
and Buddhist population, who do not know the exact number.
The sample in the study include consumers of organic products. The
sample used in this study is a consumer product, organic farmers in
Nakhon Pathom. This is a sample of the population do not know.
The boundary area
Crawl space to conduct research was at Nakhon Pathom
Muang district including Rose Kamphaeng district, Len District,
Nakhon Chai Si district and Don Tum District Phutthamonthon. The
scope of the variables used in the research are personal variables:
sex, status on average per month, education, and career. Variable
satisfaction with the marketing of agricultural are produced to the
strengthening of sustainable community enterprise, and strength of
enterprises and sustainable communities.

RESULTS
The results showed that the causal factor in the marketing mix of
products with monitoring the quality of products at all stages.
Studies have developed a new product always a price. Moreover,
the pricing is consistent with its place. The production area divided
into several plots. Exhibited in various and promote fair for
promotion to promotion will focus on the promotion of a majority by
wholesale customers increasingly buy the discount. While staff
members were found to be on exhibit at the fair, it will be
knowledgeable about the product as well. With good service, good
character, and modern production standards, it improves
productivity even more and also builds confidence in the products
and manufacturers. Barriers found Organic products are highly
competitive. New entrants have occurred over time with a wide
range of products using renewable. Thus, consumers have more
bargaining power.
Link management approaches to enhancing the production of the
farmers who
Produce organic to the strengthening of sustainable communities

Planning
1. The members of the group
have been involved in
preparing the plan.
2. Make a plan with defined
objectives, targets, budget,
staffing, procedures and
duration of the production
clearly.
3. The delegation of
responsibilities in the
implementation of the plan to
members appropriately.

The Organization
1. The division is responsible
for all manufacturing
processes in writing.
2. Are shown in schematic
form the organization's
management group.
3. A schematic representation
of the routing. And the duties
of the agency and positions
clearly
According to the new plan to
the appropriate group.

Coordination
1. Provide an effective
communication system.
Contributes to understanding.
And mutual understanding
2. Providing staff
development. Understand and
are knowledgeable about
manufacturing jobs. By
organizing a training seminar.
3. The policy rules and
regulations of the
manufacturer in writing.

Control
1. Gather production data for
evaluating the manufacturing
operations.
2. A process for the
preparation of plans to make it
easier to control the
installation of CCTV in the area
to control the production
process.
3. Control according to plan.
Expectations or standards.

The Monitoring and Evaluation

1. A comparison with the
current standard set.
2. Monitoring and evaluation
processes to keep pace with
the time limit.

The Monitoring and Evaluation

1. A comparison with the
current standard set.
2. Monitoring and evaluation
processes to keep pace with
the time limit.

Figure 1-5: Link management approach to enhancing the

production of the farmers who produce organic to the strengthening
of sustainable communities

Benefits from this research.

1. Keeping in mind with the general condition of the farmers
who produce organic Chan.
2. Keeping in mind with the theme of the marketing
management of the farmers who produce organic in Nakhon
Pathom.
3. Keeping in mind with the problems and difficulties in
managing the marketing of the farmers who produce organic in
Nakhon Pathom. Make a note of the successful management of
the market, the farmers who produce organic farming to
strengthen the sustainable community enterprises.
4. Make a note of the consistent pattern of market
manipulation of the farmers who produce organic products that
can predict a strengthening of sustainable community enterprises
with empirical data.
5. Keeping in mind with the significant direct and indirect
forms of marketing management of the farmers who produce
organic by predicted the strengthening of community
sustainability.

DISCUSSIONS
The market management group of organic farmers in Nakhon
Pathom.

1. In general, who handle the marketing of the farmers to

produce organic products? Interviewees opinion on the marketing
management of self-varies was that both Star and Star is growing at
a steady but competitive partner. The question mark or a child is
growing improved. However, the market is still small and cow milk
the growth rate is low but consistent and substantial returns.
2. Marketing Plan explore the needs and strategies of
promotion. With the promotion to buy many extras and discount to
customers, the customers have been involved in the production.
3. The marketing of products, monitoring the quality of
products at all stages, and the selection of raw materials have set
the standard in the supply of raw materials. Moreover, storage
maintains a consistently good quality.
4. Cost, president, and a member of the group will determine
the price by doing survey of market prices in any direction and then
make consistent with market pricing.
5. Place some support from the province focused on the
wholesale customers who buy the discount will be increased,
including the distribution and free.
6. Personnel must be knowledgeable about the product as well.
With good service, great personalities, negotiations boldly, and
knowledge about the group are good as well.
Barriers to managing the marketing of the farmers who
produce organic Nakhon Pathom.
1. Organic production has been the focus of more and more
consumers because the flow of love, health, environmental issues
are global attention. As a result, organic products are competitive at
significantly higher.
2. The market action of the organic community enterprise
mainly engaged in the market. With the support of government
agencies, primarily to be conducted in merchandising and
agriculture, OTOP Fair. The results showed by the studying of the
theory regarding education, the marketing mix, product, price, place
7Ps consisting of people, processes, and physical distribution.
Successful management, marketing of farm produce to the
strengthening of sustainable community enterprises.
(Quantitative research)
1. The sample of respondents in this study mostly were female,
aged 31-40 years, most of them married. Salary on average per
month is 15,001-20,000 Baht and education is an undergraduate.
The majority of private sector are employee. The satisfaction of the
factors affect the market of organic products. Products distribution,
promotion and marketing personnel, the overall level is very
physical with an average of 3.92.

2. Strengthening of sustainable communities. The overall level

with an average of 3.74.
3. The direct effect (DE) indirect (IE) Influence (TE) and the
multiple correlation coefficients squared (R2) of the variables that
affect the strength of enterprises, sustainable communities found.
Variable causes a direct effect on the strength of enterprises and
sustainable communities in a positive way of the product price and
distribution. Promotion, marketing personnel, and physical
processes coefficient 0.23 0.08 0.11 0.07 0.18 0.10 and effect 0.64,
respectively, meaning the strong sense of community and
sustainability influenced by the highest total the process followed by
the products, personnel, physical distribution, pricing and
promotion.
Suggestions for further research.
1.Carefully study the samples or areas of study that are more
diverse. The comparison
2.There should be a record high.
3.Determine sample more to increase the reliability of the data.
4.Carefully study other variables that may affect the market for
organic farmers other than the research that was to study further. This
knowledge will be instrumental in bringing to market development
manager of the farmers who produce organic efficiency even further.
5.There should be a continuous research on this subject.; Evaluation
work is to improve the productivity of farmers further.

ACKNOWLEDGMENT
The researchers would like to express very special thanks to
Rajamangala University of Technology Rattanakosin, Salaya,
Phutthamonthon, Nakhonpathom for scholarship research.
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