The development of marketing management model by using participatory processes to reduce the risk of spreading the Coronary Virus 2019 (COVID-19)
Keywords:
Market, participation process, Coronavirus 2019Abstract
This study aimed to examine knowledge of market sanitation and the behaviors of buyers and sellers, and to develop a management model for the Ban Du Subdistrict Municipality fresh market using a participatory approach to reduce the risk of coronavirus disease 2019 (COVID-19) transmission. The study sample consisted of 400 buyers selected through simple random sampling and 80 registered sellers. Data collection instruments included a structured questionnaire, data recording forms, audio recorders for focus group discussions, and cameras. Data were collected between November 2021 and May 2022. Quantitative data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, while qualitative data were analyzed using content analysis.
The results indicated that most participants had a high level of knowledge. Among buyers, 353 participants (88.30%) demonstrated a high level of knowledge, while among sellers, 66 participants (82.50%) showed similarly high levels. Regarding preventive behaviors, most buyers demonstrated good practices (155 participants; 38.75%), whereas most sellers demonstrated very good practices (45 participants; 56.25%).
The findings were used to develop a fresh market management model through a participatory process. This resulted in the establishment of two sets of guidelines aimed at reducing the risk of COVID-19 transmission: (1) five guidelines for vendors, food handlers, and market workers, and (2) six guidelines for buyers. These guidelines were officially implemented as standard practices within the Ban Du Subdistrict Municipality market and were strictly enforced for all users to reduce the risk of the market becoming a source of disease transmission.
The study suggests that continuous health education and regular dissemination of information regarding COVID-19 are essential to enhance knowledge and awareness among both vendors and customers, ultimately promoting behavioral changes in a timely manner.
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