The Development of Agricultural Community Potential in Ban Umsaeng, Du Subdistrict, Rasi Salai District

Abstract

This research aimed to investigate the factors influencing the development of agricultural community potential in Ban Umsaeng, Du Subdistrict, Rasi Salai District. The study employed a quantitative research methodology, using a questionnaire as the primary data collection tool. The sample consisted of 303 local residents, selected through accidental sampling, with a confidence level of 95% and a margin of error of 0.05. The data were analyzed using percentage, mean, standard deviation, and Pearson Correlation Coefficient.

          The research findings revealed that the most significant factor was occupation (𝑥̄ = 4.15), followed by farmer group collaboration (𝑥̄ = 4.09), production efficiency (𝑥̄ = 4.01), income (𝑥̄ = 3.99), product dissemination (𝑥̄ = 3.98), marketing (𝑥̄ = 3.95), and production (𝑥̄ = 3.80), which was rated at the lowest level.

          The quantitative study indicated that the main production issue, as perceived by most respondents, was the ineffective access to target customer groups. Product dissemination was found to be a crucial process in bringing goods to market and creating consumer awareness, and it was identified as a key factor contributing to the success of product outreach.