The Model Development of Garlic Production and Marketing Management of Farmers in Chiang Mai

Abstract

This study aimed to develop a model of garlic production and marketing management
of farmers in Chiang Mai. The sample group consisted of 291 farmers growing garlics in Wiang Haeng, Chiang Dao, Fang, Chai Prakan, Mae Ai, Mae Taeng, Samoeng, and Mae Chaem districts. An interview schedule and focus group discussion ware used for data collection and analyzed by using percentage, mean, standard deviation and Delphi technique

Results of the study revealed that most of the informants ware male, 54 years old on average, married, and elementary school graduates or below. The informants earned an income from garlic production for 215,160.14 Baht per year on average. They used their own capital and loans of the Bank for Agriculture and Agricultural Cooperatives for garlic production. Their garlic production covered an area of 9.77 rai each on average and mostly used household workforce (90.72%), the rest were hired workers. The informants did not have any social position. The informants had 15 years of experience in garlic production and most of them were members of garlic farmers group. It was found that the informants had a moderate level of the management of garlic production      (=3.01) while garlic marketing was found at a low level (=2.60).The informants had a moderate level of the efficiency in the management of production costs (=2.70)

The model development of garlic production and marketing management of the informants had 2 steps. The first step involved the model construction which the researcher reviewed concepts, theories, rationality and discussed with 15 specialists agricultural extension workers, community development personnel, community sages, representatives of garlic farmers and representatives of garlic buyers obtained by purposive sampling. The second step involved checking the validity and assessment of the appropriateness of the model by 15 scholars and affirmative element was analyzed. The following ware found: 1) input factors included workforce, capital, tools/equipment, and production process; 2) effective production by using quality cycle in production i.e. planning, practice, inspection, and improvement; and 3) garlic production with quality and standard, taking into account the safety of producers and consumers. This included the following: 1) free–toxin garlic; 2) organic garlic; and 3) GAP garlic. The effective garlic marketing model using 4P marketing strategies i.e. product, price, place and promotion. The model of garlic selling included: 1) farmers group; 2) online and 3) community enterprise