Marketing and costs of sand roasted groundnut production by three community enterprises in Kudjub District, Udon Thani Province, Thailand
Article Sidebar
Main Article Content
Abstract
Three community enterprises in Kudjub District, Udon Thani Province: Nongno Community Enterprise, Nongkhong Community Enterprise, and Khamjaroen Community Enterprise are popular sand roasted groundnut producers. This popularity was resulted from their products’ taste and standard of their production stages which were superb that the FDA and OTOP had ranked their products as high quality. This promoted revenue generation and effectiveness of the three community enterprises. Examining the marketing mix, similarity was found in their promotional efforts, but there were differences in products, prices and placement. The highest production cost of 9.67 baht/120 g was found in Nongkhong Community Enterprise. The costs of the other two groups: Nongno Community Enterprise and Khamjaroen Community Enterprise were 8.97 and 8.06 baht/120 g, respectively. Each community enterprise stated that the highest variable costs were from raw materials, and the highest fixed costs came from depreciation of production equipment and facilities. Khamjaroen Community Enterprise had the highest return of 7.93 baht/120 g, including Nongno Community Enterprise at 5.02 baht/120 g and Nongkhong Community Enterprise with 4.33 baht/120 g. In addition, comparison of the three community enterprises indicated that their costs and returns were significantly different at a statistical level of 0.05
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Abdulrahaman, A. A., Olayinka, B. U., Daniel Andrauwus, Z. D., Aluko, T. A., Adebola, M. O. and Oladele, F. A. (2014). Traditional preparations and uses of groundnut in Nigeria. Annals. Food Science and Technology, 15:29-34.
Agricultural Technology Transfer and Service Center of Muangpia Subdistrict (2019). The district agricultural development plan of Muangpia Subdistrict Municipality, Kudjub district, Udon Thani province. Kudjub District Agricultural Extension Office: Udon Thani, pp.10.
Ayoola, P. B., Adeyeye, A. and Onawumi, O. O. (2012). Chemical evaluation of food value of groundnut (Arachi hypogaea) seeds. American Journal of Food and Nutrition, 2:55-57.
Bunphan, D. and Boontha, W. (2018). The evaluation of yield and some agronomic performances of six peanut cultivars. Khon Kaen Agriculture Journal (Supplement), 46:399-404.
Cheewaree, N. (2012). Research and development of packaging product processing pork for promotion marketing: A case packaging product processing in district Nakhonpathom. Retrieved from http://thesis.swu.ac.th/swuthesis/De_Inno/Noppawan_C.pdf
Ditkaew, K., Impitak, Y. and Ung Thonglor, K. (2015). The study on cost and return on investment of One Tambon One Product (OTOP): The case study of herbal peanut, Tambon Nam Ruem, Amphor Mueang, Tak province. The 2nd National Symposium of Research and Development Institute Kamphaeng Phet Rajabhat University, pp.433-438.
Jogloy, S. and Patanothai, A. (2006). KK 60: New large groundnut grains with bush shape, short-living and high yield. Khon Kaen Agriculture Journal, 34:107-110.
Kay, R. D., Edwards, W. M. and Duffy, P. A. (2016). Farm management (8th ed.). McGraw-Hill Education: New York, pp.152-170.
Kongkaew, P., Panichsakpatana, S., Meunchang, P. and Nuntagij, A. (2017). Characteristics of indigenous Azospirillum spp. associated with peanut nodules and compatibility with Bradyrhizobium in Thailand. Journal of Agriculture, 33:345-355.
Mamad, A. and Taweesuk, P. (2018). Brand image that influence the decision-making process of buying sausage in convenience store A in Bangkok. Suthipartithat Journal, 32:131-147.
Office of Agricultural Economics (2019). Agricultural economics of goods in 2019. Retrieved from http://www.oae.go.th/assets/portals/1/ files/ebook/2563/commodity2562.pdf
Prayalaw, N. and Manmart, L. (2015). Factors affecting consumers’ purchasing decision in food product of One Tambon One Product project produced in Khon Kaen province. KKU Research Journal Humanities and Social Sciences, 3:38-51.
Puangpejara, K., Puangpejara, S, Kamnuanchai, S. and Sookkerd, S. (2016). Guideline for marketing development of a small and micro community enterprise: A case study of Rai San Fan Community Enterprise, Nikhom Sang Ton-eng sub-district, Muang district, Lop Buri province. NIDA Development Journal, 56:96-120.
Sukglun, A., Suttapong, K. and Pianroj, N. (2018). Strategies for creating competitive advantage for smart farming enterprise. Executive Journal, 38:91-100.
Thongmanee, P., Keowan, B. and Saranrom, P. (2016). Baan-Nong-Khong farm woman group development adhering to the sufficiency economy philosophy in Udon Thani province. The 6th STOU National Research Conference, pp.1-17.
Toomsan, S., Sansayavichail, T., Thippayarugs, S., Bhuddasimma1, I., Sarawat, P. and Maolanon, T. (2011). Peanut variety: Khon Kaen 84-7. Khon Kaen Agriculture Journal (Supplement), 39:66-77.