A Study of the Community Market Management Process of Communities in Phrae Province

การศึกษากระบวนการจัดการตลาดชุมชนของชุมชนในจังหวัดแพร่

Abstract

This study aimed to investigate the conditions of community market management, examine management models and processes, and assess the management potential of community markets in Phrae Province. A mixed-methods research design was employed. Quantitative data were collected from 373 respondents through questionnaires and analyzed using descriptive statistics frequency, percentage, mean, and standard deviation, and multiple regression analysis. Qualitative data were obtained from in-depth interviews with 25 key informants and nine participants in focus group discussions. The qualitative data were analyzed through content analysis and synthesized to achieve the research objectives.

The study revealed that community market management in Phrae Province was generally rated at a high level, indicating effective administration. Among management dimensions, location received the highest score. The management model was characterized by four key aspects: (1) personnel management through market committees, (2) financial management via fair stall rental fees, (3) orderly provision of equipment and facilities, and (4) cooperative infrastructure development with government agencies. The management process reflected the integration of local culture, with temples and kinship committees playing central roles, while new vendors were supported, and product quality and fair pricing were maintained. Psychological factors, such as beliefs and social cohesion, further strengthened sustainability. The assessment of management capacity indicated that seven dimensions-planning, organizing, staffing, directing, coordinating, transparent reporting, and budgeting-were effectively implemented. These findings highlight that community market management fosters cleanliness, friendliness, and sustainable income generation for local communities.