Online Trading Application to Support Rice Selling: An Experimental Study of Doi Saket Community

Abstract

The problem of unstable rice prices, falling rice prices, and the benefit from selling rice often fall on the middleman have been problems for farmers in Thailand for a long time. If consumers can buy rice directly from farmers, it may relieve these problems. Because the most popular marketing channel is to do the marketing online, which supports 7/24 hours transactions, e-commerce can comfort the chance to distribute rice directly from farmers to consumers. However, because farmers did not have experience selling rice online, in the first phase, we experimented with trading with the help of an Ok Farm shop to show the possibility of the target objective. We propose a web application to support the trading transaction. Our proposed web and the trading process got satisfaction 4.52 out of 5 points from customers who completed the trading transaction. The attitude of farmers, SWOT Analysis, the proposed e-commerce web application, the experiment process, and the consumers' feedbacks based on the marketing mix are also presented. These requirements from the actual use are proposed and will be transferred to farmers to increase the quality of life for Thai farmers sustainably.