Thai farmers’ information needs and seeking that lead to mobile phone application development for production and marketing promotion

Abstract

© 2018, Emerald Publishing Limited. Purpose: The purposoe of this paper was to study the information needs and information-seeking among Thai farmers that lead the development of a mobile phone application for the purpose of production and marketing promotion. Design/methodology/approach: The qualitative research was performed by in-depth interviews, observations, field notes and content analysis. The 48 primary informants were the best-practice farmers around Songkhla Lake Basin. Findings: The results demonstrate the farmers’ need for information on the following topics: increasing production, developing quality, reducing costs, manufacturing products, increasing marketing and sales channels and changing to short-lived crops. The farmers acquired information directly targeted to their needs and behaviors by making inquiries, exchanging ideas and joining study trips and training, which resulted in production and marketing promotion and, hence, higher incomes. Originality/value: As a result, their farming will yield high-quality products, bringing them more income and a better standard of living. When the lives of the farmers, who are the majority of the Thailand population, are improved, the holistic conditions of national economic development will in turn be good, leading to security, wealth and sustainability.