Extension needs for value addition and marketing of longan products among community enterprise members in Chiang Mai Province

Abstract

This research aimed to study the extension needs for value addition and marketing of longan products among community enterprise members in Chiang Mai Province. The sample consisted of 128 longan farmers from 20 community enterprise groups across 13 districts, supported by the Chiang Mai Provincial Office of Agricultural Extension in 2025. Data were collected through structured interviews scheduled between March and June 2025 and analyzed using frequency, percentage, mean, and standard deviation. Hypotheses were tested using t-tests and       F-test. The results revealed that the majority of farmers were male, with an average age of 55.53 years and a primary school education. Most farmers held no official position within their groups, possessed an average cultivation area of 7.13 rai with 10.46 years of experience, and primarily focused on in-season production selling to middlemen. Overall, the extension needs for value addition and marketing were at the highest level (=4.22). Specifically, for value addition, the highest need was for quality raw materials and processing materials, while for marketing, the highest needs were product design and pricing. Hypothesis testing found that differences in group position, longan production experience, and farm size significantly influenced these needs (p< 0.05). Consequently, relevant agencies should promote group-specific development focusing on management for leaders, modern marketing for the younger generation, and commercial scaling for large-scale farmers, along with providing fundamental processing knowledge equally to all members, to build strong and sustainably competitive community enterprises.