Participatory Action Research on Product Development of Seasoning Powder Production and Marketing in Yangloan Village, Kokphu Sub-district, Phuphan District, Sakonnakhon

The objectives of this Participatory Action Research (PAR) were to discover the needs and problems affecting production and marketing development of a seasoning powder product; to investigate guidelines for its development, production and marketing according to the needs of the networking community; and to evaluate the processes of planning, acting, observing and reflecting undertaken in its development and production. The target area was the Inpang Network at Yangloan village, Phuphan district, Sakonnakhon. The participants were four researchers, 10 local researchers and 20 key informants. The duration of the study was eight months. The results of the study indicated that the problems affecting the development of the seasoning powder occurred in its production and marketing stages. Therefore, there is a need to improve production by using more or better equipment in order to save energy in the stage of raw material preparation. Also, there is a need to seek more raw materials. The new product developed was an improved vegetarian seasoning powder and a new brand was created for its marketing development. A marketing channel was established via social media with the launch of the Yangloan webpage and a Facebook account for the product. Food recipes and demonstrations were uploaded to YouTube. Booths selling localwisdom products were provided with public relations materials in the form of a big cut-out at the Kampoem intersection in Phupahan district, Sakonnakhon. A cut-out was also placed at the entrance of the enterprise’s work premise. The local researchers were satisfied with their participation in the product development process. The sales volume was significantly higher compared with that of the same period the previous year.