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โครงการหนังสืออิเล็กทรอนิกส์ด้านการเกษตร เฉลิมพระเกียรติพระบาทสมเด็จพระเจ้าอยู่หัว

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ABSTRACT

The objectives of this study are to investigate a supply chain system,
consumers’ behavior on natural fresh fish and processed fish product of natural

fresh fish including processing fish product types and marketing strategies in the upper
northeastern of Thailand. The data are comprised of 6 provinces which are Nong Khai,

Udon Thani, Khon Kaen, Kalasin, Sakon Nakhon and Nakhon Phanom. This study
method uses 1) interviews and group discussion from fishermen and processed fish
product group 2) using questionnaires with the opinion of consumers to purchase

fresh fish and processed fish from natural water in each 420 samples and 3) analysis
of types and marketing strategies fishermen and processed fish product group. The

results are found that 1) the supply chain via broker and the consumers buy fish at
the market by themselves, 2) from the consumers’ behavior found that fresh and

cleanness factors are highly factor of purchasing, 3) the quality control, packaging and
marketing activity is the important marketing strategy. From the results, the

government should announce the based price in each natural fish, develop logisticts
infrastructure for fisher man and promote natural fish consumption.