Research Article | Open Access
Marketing Mechanism for Food Safety in Phra Nakhon Si Ayutthaya Province
Supakorn Limkhunthammo, Sasiwan Phoolsawat , Pornthep Kaewchur , Phongsakorn Amsa-ard , Adisai Watanaputi , Pinyada Ruensook , Kobchai Mekdee , Jantana Sansook
Pages: 2104-2109
Abstract
The purposes of the research article were 1) to develop a marketing mechanism for promoting
food safety and agricultural safety standards to be accepted, 2) to strengthen a strong food safety and GAP
network, and 3) to use integrated marketing communications to make awareness of the difference between safe
food and GAP with chemical-agriculture products. Qualitative research using action research was used for
research design and data were analyzed using content analysis and analytic induction. The findings showed that
1) the researchers developed a model and establish a prototype for the agricultural safety and food safety market
that can promote food safety standards and GAP Products to be more acceptable 2) we can strengthen a strong
food safety and agricultural safety network by train 397 people with food sanitation certification, and 3) the
customers were more aware of the difference between safe food and GAP with chemical-agriculture products
Keywords
Marketing mechanism, Safety food, GAP, Integrated marketing communications