Marketing Mix Strategy of Organic Rice in Luang Neua Sub-district Doi Sa Ket District, Chiang Mai

Abstract

This study aimed to investigate marketing type and analyze marketing mix strategy of organic rice at Luang Neua sub-district, Doi Sa Ket district, Chiang Mai. Data were derived by interview, focus group and participatory observation. The result indicated four types of marketing; producer marketing which producers and producers exchanged production materials and products, consumer marketing which retailed organic rice for consumers, mediator marketing which mediators bought organic rice form producers for further selling, and learning marketing which customers wanted to learn how to produce organic rice. In addition, under the elements of marketing mix strategy of organic rice, products consisted of production materials, paddy rice, and milled rice. Place included producer’s house, market fair inside and outside community, participating in exhibition, direct sell, online media, and private or government mediators. Price was determined by product types, heredity of milled rice, selling types of milled rice, package of milled rice, and selling distance of milled rice. Promotion was also used by face to face selling, giving business card, online selling, organizing learning activities, free distribution, and telling experience.