ENHANCEMENT THE LOCAL WISDOM PRODUCTS “MA-HOR” TO GRASSROOTS ECONOMY DEVELOPMENT IN BANG KRUAI DISTRICT, NONTHABURI PROVINCE

Abstract

Objectives of this research article were: 1. upgrade the local wisdom product “Mahor” by developing product standards and identity of Bang Kruai district, Nonthaburi province, 2. establish fair marketing strategies of Bang Kruai district, Nonthaburi province, and 3. develop a grassroots economic development model of Bang Kruai district, Nonthaburi province through the enhancement of local wisdom products. This study employed a mixed-methods approach, combining quantitative and qualitative research. The population comprised residents and tourists of Bang Kruai District, Nonthaburi Province. The sample consisted of 424 respondents. Key informants included 41 individuals: producers, community leaders, local wisdom holders, entrepreneurs, local officials, residents, academics and tourists. Data collection instruments comprised questionnaires and interview guides.

The findings of the study are as follows 1. Mahor (ma-hor) is a product with high potential in terms of cultural identity, flavor, and local indigenous knowledge, and consumers report very high levels of satisfaction. However, there were limitations such as production standards, quality, shelf life, and constraints and packaging. Consequently, enhancement efforts should focus on developing production standards based on hygiene and nutritional principles, instituting quality-control measures to ensure consistency, adapting product formats to contemporary lifestyles, and building identity through storytelling and brand development to increase both economic and cultural value, 2. the current marketing system for mahor lacks continuity and a clear structure, because there was a special sales or advance-order systems, which limits consumer access and lack of convenience, speed and product reliability. Therefore, equitable marketing strategies should include establishing systematic pre-order mechanisms, creating permanent sales points, developing online channels, and forming local marketing partnerships. Market design should be tailored to the context of fresh-food products and community labor capacity rather than competing on price in mass markets, and 3. development pattern of a livelihood-based local economy centered on mahor should be pursued in an integrated manner by strengthening the community value chain: upstream (raw material sourcing), midstream (processing and producer organization), and downstream (market access, tourism and value addition). This should be accompanied by promotion of producer group formation (e.g., community enterprises), linkage with food tourism, and a facilitating role for government in providing knowledge, standards, and market infrastructure. Such measures will help circulate income locally, reduce economic leakage, and sustainably strengthen the grassroots economy.