DEVELOPMENT CREATIVE PRODUCTS THROUGH A PARTICIPATORY ACTION RESEARCH PROCESS TO GENERATE INCOME. THE CASE STUDY FOCUSED ON THE MUSHROOM CULTIVATION CAREER PROMOTION COMMUNITY ENTERPRISE IN BAN KHUI NANG KHAO, NONG KOM KO SUBDISTRICT, MUEANG DISTRICT, NONG KHAI PROVINCE

Abstract

This research aimed to develop creative products through a participatory action research process to generate income. The case study focused on the Mushroom Cultivation Career Promotion Community Enterprise in Ban Khui Nang Khao, Nong Kom Ko Subdistrict, Mueang District, Nong Khai Province. The study was divided into two parts. The first part employed qualitative research using a participatory action research process involving 40 purposively selected participants, including researchers, community product processors, consumers, and experts. The second part was quantitative research using a snowball sampling method with 100 participants, including community members, product entrepreneurs, and souvenir sellers in Nong Khai Province. The research process was divided into five stages: 1) Selecting products to develop as prototype products, 2)Developing participatory packaging designs to create prototype packaging, 3) Selecting packaging designs for prototype production, 4)Promoting marketing channels, calculating costs, setting selling prices, comparing pre- and post-packaging development product prices, creating marketing media to build awareness, and testing product sales, 5)Analyzing economic income generation, return on investment, and Social Return on Investment.

The research findings indicated that the most suitable creative products are derived from locally sourced raw materials, processed to add value to community resources, producible with the skills of community members, and reflective of the local lifestyle from past to present. An example is mushroom chili paste, with its packaging designed to enhance the product's value using brown tones that convey healthfulness, illustrations from printing techniques, and symbolic images. The packaging elements included product logos, producer logos, and visual illustrations, which clearly distinguished the product. The appropriate packaging added 25% more value to the product due to its unique and attractive features. The packaging also included detailed product information that not only highlighted the product's value but also provided a unique experience compared to competitors. Marketing channel promotion included cost calculations, price setting, product price comparisons before and after packaging development, marketing media development, awareness creation, and product sales testing. The return on investment analysis revealed that economic income increased by 25%, and Social Return on Investment showed a 3.07% increased. In summary, the project’s implementation contributed to job creation and increased incomes among community members, strengthened capacities in processing and marketing, enhanced household economic security and reduced the vulnerability of low-income groups, and demonstrated a sustainable development approach that can be scaled up and adapted in other communities.