A Comparative Study of the Results from the Development of the New Normal Healthy Market: A Case Study in the Public Health Region 11

Abstract

     The objectives of this mixed-methods study were to 1) examine the results from the development of the new normal healthy market based on healthy market standards; 2) compare the management factors of fresh markets that met the criteria for the new normal healthy market and those that didn't; and 3) make recommendations for the development of the new normal healthy market in Public Health Region 11. Participants in the quantitative method were market operators, market managers, or traders in fresh markets that participated in the new normal healthy market project between October 2022 and March 2023, qualified and unqualified markets from Phuket province and Surat Thani province. The sample size was determined using the G*Power program to get 60 participants per group. A multistage random sampling method was conducted. The research tool was a questionnaire with a confidence value of 0.92. The data were analyzed using descriptive statistics and an independent t-test. Participants in a qualitative method included eight people involved in the operation of the new normal healthy market, who were chosen through a purposive sampling strategy. Data was collected using semi-structured interviews. The data were analyzed using content analysis.

     The results showed that 55.17% of the 29 fresh markets participating in the development of the new normal healthy market project met the criteria, while 44.83% failed. The fresh markets that met the criteria for the new normal healthy market performed highest in terms of environmental sanitation, with 100%. Non-qualified fresh markets had the most operations in the fields of environmental sanitation and personal hygiene, representing 76.92%. The results of comparing management factors with the concept of the McKinsey 7-S Framework found that there were statistically significant differences in aspects of strategy, style, skills, shared values, and overall (p < 0.05). Development suggestions discovered that responsible organizations should have a budget allocation policy, support the use of the Food Handler system, organize training for entrepreneurs, and develop digital media in order to develop the new normal healthy market.

     It can be suggested that the local government should promote the development of environmental sanitation in fresh markets and the personal hygiene of the seller/sales assistant by considering the management factors of the fresh market in developing the new normal healthy market and receiving policy and operational support from the Ministry of Public Health.