CREATING THE PRODUCT IDENTITY OF THE BUFFALO MANURE-DYED FABRIC NA CHUEAK VILLAGE, RAE SUB-DISTRICT, PHANG KHON DISTRICT, SAKON NAKHON PROVINCE

Abstract

The objective of this research was to study the creation of the product identity of the buffalo manure-dyed fabric, the marketing opportunity, and the problems and obstacles of the buffalo manure-dyed fabric group in Na Chueak village, Rae sub-district, Phang Khon district, Sakon Nakhon province. This research is qualitative research. In-depth interviews, participant observation, and non-participant observation were employed. There were seven key informants. The research findings revealed that the buffalo manure-dyed fabric's product identity was created through the interaction of human capital, social capital, cultural capital, and local wisdom. They could be managed by using the lifestyle of the people in the community who gather for weaving, dyeing, and raising buffalo. This has been used to create a product identity for buffalo dung-dyed fabric under the “Buffalo” logo that is different and outstanding, reflecting the identity of the community. As a result, the community had marketing opportunities at both the provincial and national levels, particularly in the tourism market. They had extra income. However, the producer group had problems with both funding to develop market potential and the use of information technology usage.