GROUP MANAGEMENT UNDER THE PHILOSOPHY OF SUFFICIENCY ECONOMY CASE STUDY OF CURRY PASTE GROUP OF BAN KLANG PHATTHANA COMMUNITY

Abstract

This study has the objectives to 1) study the development of the curry paste group, La-ai Sub-district, Chawang District, Nakhon Si Thammarat Province, 2) study the problem conditions of the curry paste group, La-ai Sub-district, Chawang District, Nakhon Si Thammarat Province,                         3) study the management of the group under the Philosophy of Sufficiency Economy of the curry paste group in La-ai Sub-district, Chawang District, Nakhon Si Thammarat Province. The researcher collected data from two key informants. The tools used in the research included 1) a video recorder, which was the use of a camera to take pictures as evidence for research; 2) observation records, which were forms used to observe the interviews or observe the interviewees answering questions; 3) an interview form, which was a form in which the researcher has asked questions in order to collect data, and 4) a voice recorder, which was an audio recording equipment of                     the interview due to sometimes taking notes during the interview. This research was conducted with content analysis. The results of the research found that 1) the sample group in the curry paste group of villagers in the Ban Klang Phatthana community had decision-making behavior with uncertain behavior when choosing the product. Family members were influential in                                the purchasing decision. Most of the reasons for purchasing were because it was close to home and convenient. The reason for purchasing is it can be used for cooking. 2) The sample group had a high level of knowledge about curry paste within the area of Ban Klang Phatthana community in La-ai Sub-district, Chawang District, Nakhon Si Thammarat Province. Overall, it was at a quite high level. When considering each aspect, it was found that the aspect with the highest average was the product aspect, followed by the price aspect, and the aspect with the lowest average was in terms of product sales. The suggestion indicated that there should have been a network in the community and in marketing. The group should have been established to teach about the curry production process and to generate income. The group's products should have been publicized in various media in order to open the market to a wider audience.