ENHANCING THE VALUE-ADDED OF COMMUNITY ENTERPRISES FOR INCOME INCREASING IN RANONG PROVINCE
This research aims to: 1) study product development and packaging of community enterprises in Ranong Province, 2) study proactive marketing and public relations development of community enterprises to enhance income of Ranong Province, and 3) find guidelines to enhance the added value of community enterprises to enhance income of Ranong Province. The study was a documentary research using content analysis and descriptive analysis to present the results. The results showed that: 1) the opinion about the product and packaging of community enterprises in Ranong Province, including two aspects, was at a moderate level. When considering each aspect, it found that the opinion about product was at a moderate level. When considering each item in order from highest to lowest mean, the item with the highest mean was the physical appearance of the product with modern shape and the packaging style attracting consumers to purchase the product, followed by, the design of the product packaging with tight opening and hygienic closing to preventing adulterated thing from entering the product, and the price that consumers could accept in their decision to purchase the product, respectively. For packaging, when considering each item in order from highest to lowest mean, the item with the highest mean was the packaging with easy, quick and frequent opening and closing, followed by the packaging with suitable size as well as convenient and quick usage, and packaging with environmental disposal, respectively. 2) For proactive marketing and public relations development of community enterprises to enhance income of Ranong Province, it was found that Most of the community enterprises in Ranong Province were related to agricultural and handicraft sectors divided into 3 main categories: foods, jewellery and household items. Investment in marketing promotion, public relations and advertisement were still insufficient. Most of the problems of community enterprises were inadequate budget and lack of technology knowledge so that the enterprises could not be advertised and promoted via online media or advertised and promoted narrowly (Phrapratanporn et al., 2022). 3) For finding guidelines to enhance the added value of community enterprises to enhance income of Ranong Province, it was found that products should be developed in terms of beautiful and modern shape, style, and packaging with reasonable price to attract consumers. Relevant agencies to help promote and support the design of the reliable and acceptable product brand. Packaging to be tight in closing and opening as well as hygienic can prevent foreign matter from entering the product. The size of the product packaging of community enterprises, moreover, should be developed in terms of suitability, convenience, and quickness to use. Packaging storage should be developed to have the appearance of a packaging that was convenient and strong for storing in the product shelf, not easily broken, damaged, and clearly indicating the age of the product with the date, month, and year on the package. Packaging, besides, should be developed for opening and closing easily, quickly and several times. The packaging, in addition, should be used for other benefits and easily biodegradable, including environmental disposal.
Enhancing, Value-added, Community Enterprise, Income Increasing