COMMUNITY PRODUCT DEVELOPMENT FROM LOCAL WISDOM IN KUMPHAWAPI DISTRICT, UDON THANI PROVINCE

Abstract

The objectives of this research were to study the market factors influencing purchasing decisions regarding local community products in Kumphawapi District, Udon Thani Province, and enhance the quality of these products. A mixed-methods research approach was employed. The research samples consisted of 400 tourists visiting Udon Thani Province, while 5 key informants included business operators in Kumphawapi District and five community leaders. Research findings indicated that marketing factors—specifically those related to the community context, local wisdom assets, and product development and value creation—influenced purchasing decisions regarding community products. Key aspects of community product development included applying the marketing mix, implementing marketing promotion strategies, and employing strategic market segmentation based on consumer behavior and preferences.