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Influencing factors on consumer repurchase decisions for crispy jackfruit: A case study of a community enterprise in Chonburi province, Thailand
(2026-03-01)
Jinakarn, W.
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Suwanmaneepong, S.
;
Kerdsrisem, C.
The regression model was statistically significant (F = 23.625, p < 0.001) explaining 52.8% of the variance in repeat purchase decisions. Analysis found that two influencing factors that had a direct influence on repeat purchase intention: product (β = 0.333, p < 0.001) and price (β = 0.195, p = 0.024). The product was the most significant predictor. In contrast, demographic aspects and other marketing mix elements (place and promotion) did not present any significant relationship with repeat purchase behaviour. These results suggested that for the jackfruit community enterprise, preserving a competitive advantage is critical and the promotion of repeat purchases mainly relies on maintaining high standard of products and confidence in the perceived value at the price. There should be emphasized on these core components as part of marketing strategy as well as the use of distribution and promotional activities for new customer acquisition.
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Knowledge, attitudes, and practices regarding Alternate Wetting and Drying (AWD) rice cultivation among farmers in community enterprise groups for large-scale agriculture in Suphan Buri province, Thailand
(2026-01-01)
Danaroon, E.
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Suwanmaneepong, S.
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Charoenkittayawut, S.
;
Mankeb, P.
Results revealed that farmers possessed a very high level of knowledge regarding AWD rice cultivation, with correct response rates ranging from 76.7% to 100% across 15 assessment items. They exhibited consistently positive attitudes towards AWD implementation, with mean scores between 4.23 and 4.83, rating five items as "Strongly Agree" and ten as "Agree." In terms of practice, farmers demonstrated high to highest levels of AWD implementation across ten practices, with mean scores ranging from 4.00 to 4.67. Furthermore, farmers' AWD practice levels were significantly associated with gender, age, total rice farming area, AWD farming area, and attitude towards AWD (p < 0.05), while farming experience and attendance in AWD training showed marginal significance (p < 0.1).
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Supply chain management efficiency for the Andrographis paniculata (Burm. f.) Wall. ex Nees of the Bandongbang community enterprise in Prachinburi province, Thailand
(2024-07-01)
Lertpairat, S.
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Suwanmaneepong, S.
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Llones, C.
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Mankeb, P.
The results showed that primary producers in the upstream supply chain, farmers engaged in systematic cultivation and collaborative planning with the Chaopraya Abhayabhubesorn Hospital Foundation. A two-year Memorandum of Understanding (MOU) instils farmers’ confidence in Andrographis paniculata cultivation. Supply chain operations reference (SCOR) based on practices that exhibited a moderate level of implementation, reflecting a balanced approach. In the midstream supply chain, effective planning aligns production capacity with customer demand, ensuring the availability of quality inputs at fair prices. The midstream supply chain excels in product collection, on-time delivery, and structural damage control protocols. The Chaopraya Abhayabhubesorn Hospital Foundation played a crucial role in the downstream supply chain. Their strategy balanced production resources to effectively meet market demand. MOUs with various members, stringent quality checks, and defined return protocols to ensure product quality. In conclusion, the study found effective supply chain practices. It underscored the importance of stakeholder collaboration in optimizing A. paniculata production and distribution. Relevant government agency support for SCOR-based supply chain management practices could help to enhance the overall sustainability and efficiency of A. paniculata among community enterprises.
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Cost-return and technical efficiency of rice production in the Ban Nong Saeng Rice Mill Community Enterprise, Chachoengsao Province, Thailand
(2024-05-01)
Kerdsriserm, C.
;
Suwanmaneepong, Suneeporn
The research findings showed that to attain a break-even point, farmers needed to consider strategies to augment yield by approximately 70 kilograms per rai. The evaluation of technical efficiency revealed a varied range of levels amongst farmers, spanning from 0.28 to 0.99, with an average of 0.32. These values indicated that farmers were only partially harnessing the potential of their production factors and the opportunity to enhance their overall production efficiency. In conclusion, the study advanced to understand rice production economics within the context of community enterprises. The insights gained from the analyses contributed to discussions surrounding optimal resource allocation, enhancing production efficiency, and identifying strategic interventions to improve the profitability and sustainability of rice production.
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Comparison of cost and return between paddy production and rice seeds production of Ban Na Ngam rice mill community enterprise in Chachoengsao province of Thailand
(2023-07-01)
Topphak, P.
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Khermkhan, J.
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Suwanmaneepong, S.
The rice production classified to produce paddy for sale and consumption and grow rice to produce rice seeds. When comparing the cost of return of both productions, it was found that the rice seed production members had an average income net was 4,995.90 baht per rai, an average profit net was 3,496.04 baht per rai and an average cost net was 1,499.66 baht per rai. The paddy production members had an average income net of 4,234.11 baht per rai, an average profit net of 1,943.89 baht per rai, and an average cost net of 1,943.89 baht per rai. The information showed that the rice seed production member had an average cost net at a lower level than the cost net of the paddy production member. Most of the production costs come from the variable costs with the higher level of proportions for both members, except the variable costs that the paddy production members had the higher level from the spending on chemical pesticides.
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Strategic guidelines for community enterprise development: a case in rural Thailand
(2023-03-08)
Cavite, Harry Jay M.
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Kerdsriserm, Chanhathai
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Suwanmaneepong, Suneeporn
Purpose: In spite of the government’s support for small-scale rice farmers in rural areas of Thailand, several problems still affect their production and marketing performance. This study aims to assess a rice production community enterprise (RPCE) through an in-depth investigation of its problems and capabilities; and formulate internal strategic guidelines for enterprise development. Design/methodology/approach: This study used a qualitative approach through in-depth interviews with the community enterprise leader and committee members, and focus group discussion with eight farmer-members, purposively selected in Chachoengsao, Thailand. Data were transcribed, sorted and organised to determine themes and patterns. Strengths, weaknesses, opportunities and threats (SWOT) and threats, opportunities, weaknesses and strengths (TOWS) matrix situational analyses were done to develop strategic options. Strategic guidelines were formulated through a final deliberation with all members to ensure strategies aligned with the enterprise’s goals and objectives. Findings: The results have identified three main problem categories encountered by the community enterprise in the areas of membership and labour; production and milling operations; and product design and marketing. The enterprise’s main strengths and opportunities include its product certifications and support from external organisations. Strategic points were developed, and policy support programmes are recommended for capacity building and product development as most problems identified relate to these aspects. Originality/value: The utility of this study is its focus on an RPCE. The findings will help policymakers and concerned government agencies implement better programmes and policies to develop RPCEs. Furthermore, this study will be a source for future qualitative literature that will provide helpful information to other studies aiming to develop other types of community enterprises (CEs).
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Do behavioral and socio-demographic factors determine consumers’ purchase intention towards traceable organic rice? Evidence from Thailand
(2022-06-01)
Cavite, Harry Jay
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Mankeb, Panya
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Kerdsriserm, Chanhathai
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Joedsak, Athiwat
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Direksri, Nuttanan
Despite the increased popularity of organic rice in Thailand’s domestic market, little is known about how consumers’ behavioral and socio-demographic factors predict their purchase intention. Grounded on the theory of planned behavior (TPB), this research investigates consumers’ purchase intention for traceable organic rice. Responses were collected from 243 organic rice consumers in a farmers’ market in Chachoengsao Province, Thailand, following a convenience sampling approach. Data were analyzed using factor analysis, multiple linear regression, and one-way ANOVA to determine the factors predicting consumers’ purchase intention and identify any differences with respect to socio-demographic variables. Results reveal that subjective norms, perceived behavioral control, health consciousness, and knowledge of product traceability significantly predict consumers’ intention to purchase traceable organic rice. However, socio-demographic variables — age, income, and education, were found to have no impact on purchase intention. This study’s findings offer theoretical and managerial insights to community enterprises and policymakers to fully understand consumer behavior for organic rice and implement effective marketing strategies and policies.
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Supply chain structure and constraints of a rice production community enterprise: Evidence from rural Thailand
(2022-05-01)
Cavite, H. J.M.
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Suwanmaneepong, S.
Supply chain involves actively streamlining a business’s supply-side activities to maximize customer value and gain a competitive advantage in the marketplace. In rice production, the concept of supply chain has been explored in several studies across Thailand. However, its current supply chain structure has not been updated to keep up with the emerging constraints in production and marketing, particularly at the level of community enterprises. This study investigated the supply chain structure and constraints of Ban Nong Saeng community enterprise in Chachoengsao province, Thailand. Results revealed that a chain of five major channels comprised the Ban Nong Saeng community enterprise’s supply chain as rice moved from the farm to final consumers. This chain includes farmers, primary and final processors, dealers, and local retailers. Farmers produced rice according to Organic Thailand standards. Processors create added value to rice products through product handling, packaging, and branding. Meanwhile, distributors supply packed rice to various local outlets such as Sanam Chai Khet hospital market, Wat Phra That Wayo market, and community farmers’ market. However, among the identified constraints were inadequate postharvest management skills at the farmers’ level, lack of rice mill certification at the processor’s level and poor product packaging quality, and inadequate consumer information at the marketers’ level. This research provided the insights into how the supply chain of a rice production community enterprise worked and what improvements are needed to address the existing constraints. Future studies are recommended to formulate strategic guidelines to address each problem identified. This will guide future programs and policies by the government and private sectors.

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