Supply Chain Analysis, Consumer Behavior, Marketing Mix, and Strategic Approaches to Value Addition for One-Sun-Dried Squid Products in the Khlong Wan Community, Prachuap Khiri Khan Province, Thailand
Keywords:
consumer behavior, dried squid, value addition, value chainAbstract
This research aimed to: 1) investigate the production, marketing, and management systems for one-sun-dried squid products; 2) analyze consumer behavior, marketing mix factors, and purchasing decisions; and 3) propose strategic development guidelines for enhancing the value of one-sun-dried squid products. A qualitative research approach was employed, conducted in a purposively selected study area in the Khlong Wan community, Mueang District, Prachuap Khiri Khan Province. Data were collected from 79 key informants and analyzed using content analysis in conjunction with PESTLE, SWOT, Supply Chain, Value Chain, TOWS Matrix, and Balanced Scorecard frameworks. The results revealed that one-sun-dried squid processing plays an important role in adding value to local fishery resources and generating household income. The major strengths of these products include high-quality raw materials, freshness, local wisdom, and the unique identity of traditional coastal fisheries. However, the production system remains semi-traditional and highly dependent on household labor and seasonal marine resources, resulting in inconsistent product quality and production capacity. Consumers emphasize product quality, cleanliness, safety, and source reliability over price factors. In addition, communicating community identity through storytelling and digital media significantly influences product recognition and purchasing decisions. Strategic development approaches should focus on improving production standards, developing packaging and traceability systems, promoting digital marketing, and establishing place-based branding through Geographical Indication (GI) registration, while linking products to tourism activities. Furthermore, government agencies and related stakeholders should support the development of production standards, GI branding, digital marketing, and tourism integration to enhance competitiveness and promote sustainable economic development within the coastal community.
References
Chaisuwan, B. 2023. Development of marketing communication and branding strategies to drive demand for environmentally friendly agricultural products. Journal of Agricultural Research and Extension 40(2): 112–126. [in Thai]
Chaiwan, W., J. Sungnoen and A. Banthao. 2023. Packaging design guidelines for processed seafood products based on community identity. Academic Journal of Management Technology 4(1): 41–65. [in Thai]
Chanthavanich, S. 2020. Qualitative Research Methods. 24th ed. Bangkok: Chulalongkorn University Press. 186 p. [in Thai]
Christopher, M. 2022. Logistics and Supply Chain Management. 6th ed. Harlow, England: Pearson Education Limited. 338 p.
Chuaychunoo, N., P. Kakunpim and J. Jankhong, 2025. Product development guidelines and marketing mix factors influencing purchasing decisions of poultry semen diluent for fighting cocks and ornamental chickens. Journal of Agricultural Research and Extension 42(3): 231–245. [in Thai]
Chusri, W. 2023. Causal factors influencing competitiveness of processed seafood entrepreneurs in the new normal situation. Journal of Accounting and Management, Mahasarakham University 15(3): 181–194. [in Thai]
Creswell, J.W. and J.D. Creswell. 2023. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 6th ed. Thousand Oaks, CA: SAGE Publications. 320 p.
David, F.R. and F.R. David. 2020. Strategic Management: A Competitive Advantage Approach, Concepts and Cases. 17th ed. Hoboken, NJ: Pearson Education. 680 p.
Department of Fisheries. 2024. Squid and squid product situation report of Thailand, Q2–Q4 2023. Retrieved from https://www.fisheries.go.th/strategy/fisheconomic/Monthly%20report/Squid/squid%20Q4-2023%20-%20final.pdf [in Thai]
FAO. 2022. The state of world fisheries and aquaculture 2022: towards blue transformation. FAO. Retrieved from https://doi.org/10.4060/cc0461en
Food and Drug Administration Thailand. 2023. Good manufacturing practice (GMP) guidelines for small producers. Retrieved from https://www.fda.moph.go.th [in Thai]
Helms, M.M. and J. Nixon. 2010. Exploring SWOT analysis – Where are we now? Journal of Strategy and Management 3(3): 215–251.
Kaplinsky, R. and M. Morris. 2001. A Handbook for Value Chain Research. Ottawa, Canada: International Development Research Centre. 113 p.
Krungsri Research. 2023. Processed seafood industry outlook 2023–2025. Retrieved from https://www.krungsri.com/th/research/industry/industry-outlook/food-beverage/processed-seafood [in Thai]
Kotler, P. and K.L. Keller. 2016. Marketing Management. 15th ed. Harlow, England: Pearson Education Limited. 716 p.
Maleepan, S. 2025. Development of community processed products and packaging for value addition. Journal of Development Administration Research 15(1): 276–289. [in Thai]
Maneechot, N. and W. Srisuk. 2024. Community business management of processed seafood products in Rusamila Subdistrict, Pattani Province. AL-NUR Journal of Graduate School, Fatoni University 19(36): 14–27. [in Thai]
Nimnuan, C., W. Kongkaew and S. Photthong, 2022. Management factors affecting the success of processed agricultural community enterprises. Journal of Social Sciences and Humanities 48(1): 89–104. [in Thai]
Niven, P.R. 2022. Balanced Scorecard Evolution: A Dynamic Approach to Strategy Execution Hoboken, NJ: John Wiley and Sons, Inc. 368 p.
Patton, M.Q. 2014. Qualitative Research and Evaluation Methods. 4th ed. Thousand Oaks, CA: SAGE Publications. 832 p.
Phongwichai, N., T. Chanthrasri and A. Wattanakul. 2022. Community product development strategies for value addition and competitiveness. Creative Economy Journal 4(1): 25–38. [in Thai]
Poolsawat, S., P. Thongkham and W. Chitjai. 2022. Development of agricultural supply chains in community enterprises to enhance competitiveness. Kasetsart Journal 56(2): 77–92. [in Thai]
Robertson, G.L. 2016. Food Packaging: Principles and Practice. 3rd ed. Boca Raton, FL: CRC Press. 733 p.
Sawatsuk, B., S. Phatsorn, K. Rattanasongwong, and P. Pruksawatnon. 2023. Factors affecting consumers’ purchasing decisions of organic agricultural products in Phayao Province. Journal of Management Science, Chiang Rai Rajabhat University 18(2): 203–235. [in Thai]
Slack, N., A. Brandon-Jones and R. Johnston, 2022. Operations Management. 10th ed. Harlow, England: Pearson Education Limited. 768 p.
Sri-in, S., P. Kaewchanthawi and S. Yotswipan, 2025. Community-Based Tourism Development in Khlong Wan Fishing Community under the BCG Tourism Framework. 201 p. In Research Report. Bangkok: Kasetsart University. [in Thai]
Supapunt, P., P. Intanoo, P. Jaikampun and U. Thampanya. 2023. Consumer satisfaction on marketing mix aspects of processed longan products In Donpao longan large scale community enterprise group, Mae Wang district, Chiang Mai province. Khon Kaen Agriculture Journal 51(3): 483–498. [in Thai]
Supunphew, K. and K. Boonthawee. 2023. Development of thai river sprat snack product. Academic Journal: Uttaradit Rajabhat University Science and Technology 18(2): 63–73. [in Thai]
Tracy, S.J. 2020. Qualitative Research Methods: Collecting Evidence, Crafting Analysis, Communicating Impact. 2nd ed. Hoboken, NJ: Wiley-Blackwell. 432 p.
UNCTAD. 2021. Sustainability standards and global value chains. Retrieved from https://unctad.org/system/files/official-document/ditctabinf2021d2_en.pdf
Wangthawil, K., A. Phongphaew, P. Lattasaksiri and P. Sapkoet. 2024. Factors influencing healthy food consumption decisions among residents in Bangkok. MCU Phetchaburi Review Journal 7(1): 122–134. [in Thai]
Whittington, R., P. Regner, D. Angwin, G. Johnson, and K. Scholes. 2023. Exploring Strategy. 13th ed. Harlow, England: Pearson Education Limited. 571 p.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Journal of Agricultural Research and Extension
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
This article is published under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0), which allows others to share the article with proper attribution to the authors and prohibits commercial use or modification. For any other reuse or republication, permission from the journal and the authors is required.
