Development of an English Writing Model: A Guide to Self-Directed Learning for Local Food Product Entrepreneur

This study aimed to analyse local food product labelling and information and to develop a writing model focusing on local food product labelling and information. Ten entrepreneurs in one province in the south of Thailand selling local food products were selected. The research employed the quantitative research approach which involved three phases of data collection. In phase one, a questionnaire was employed to gain data necessary for the development of a writing model and to study local food products and labelling of 10 local food products in the selected province. Phase two involved the development of a writing model in which document analysis was employed to strengthen the content included in the writing model. In phase three, a satisfaction questionnaire was utilized as an additional data to adjust the writing model and confirm its usage. The study revealed that the participating entrepreneurs placed an importance on English food labelling. Consequently, the writing model was developed to meet the needs of the participants. The components of the writing model included four major units of information which were product safety, product value, product advertising, and product reliability and warranty. In each unit, crucial information was provided to allow users to study relevant information and related food vocabularies by following the step-by-step information in a form of Thai-English translation. Along with the information provided, the writing model presented a process of writing which can enable the users to develop their product labelling in English.


Introduction
Increasing selling limits is a priority goal for all business entrepreneurs while promoting products internationally is seen to be another best way to increase sales. It can thus be suggested that a precise and more than one language product labelling is useful as this can promote product not only in the country but to overseas. By this the government has placed its importance on strengthening the development of small and medium enterprises (SMEs) including giving given high priority to create high-value added products as according to the Government Public Relations Department (2015).
Promoting products through various channels is seen to be another best way to increase sales. This is in accordance with the Thai Department of Business Development (2016). It has introduced the two ways for business expansion through 1) extending product line or creating new product, and 2) expanding into new territories. While extending new product line may seem appropriate for a large business, the second channel might be suitable for small and medium enterprises by marketing and selling existing products to new customers. In addition, the Thai government has set vision in the year 2015-2020 as "Stability, Prosperity, and Sustainability", which is based on His Majesty the King's Sufficiency Economy Philosophy to build strength from within, at the individual, community and society levels. By this the government has placed its importance on strengthening the development of small and medium enterprises (SMEs) including giving given high priority to create high-value added products as according to the Government Public Relations Department (2015).
It can be seen that the Thai government encourages and promotes business in both goods and service nationally  Vol. 15, No. 4;2022 related documents and a questionnaire. This information was used to as a preliminary data to develop a model. It was expected that the users can use this model as a guideline to develop their own English food product labelling. It is believed that the use of this writing model can promote self-directed learning of the users as they can study and develop their English label on their own. This accords with the literature, which showed that the learners are the centre of the context so they control and direct their own learning tasks to meet their own demands (Geng, Law, & Niu, 2019;Morris, 2019). The writing model, in the study, is presented according to the functional model of language so that the users can achieve their intended purpose with specific functions to communicate their ideas which is creating their English label.

Quantitative Research Approach
In the current study, the quantitative research approach was chosen as the appropriate method to provide the deep understanding and explanation of the research context. Concerning the quantitative research approach, statistics, content analysis, validity, and reliability are involved focusing on social behaviour that can be quantifiable and generalizable (Bryman, 2012;Fraenkel & Wallen, 2006;Mertens, 2005;Payne & Payne, 2004;Wiersma & Jurs, 2009). This approach allows the researcher gain factual data without or less bias or error by distancing themselves from the contexts (Barnham, 2015;Fraenkel & Wallen, 2006). Tools used in the study include a questionnaire, a writing model, and a satisfaction questionnaire.

Research Procedure
The current study began in late 2019 which involved three phases of data collection. Phase one employed a questionnaire as the main investigating tool to study local food products and labelling of selected 10 local food products in the province in the south of Thailand. Phase two involved the development of a writing model focusing on product labelling and information. Phase three utilized a satisfaction questionnaire asking users who were local entrepreneurs to rate their opinion towards the writing model (see Table 1). In the first phase of this study, a questionnaire was used as a main investigating tool. The questionnaire comprised three sections. Section 1 was basic information of respondents (ex. sex, age, job), in a form of check list and adding information. Section 2 asked about their needs for development of a writing model (ex. labelling and information), in a form of checklist. Section 3 was an open-ended form which allows respondents to recommend further useful information for the study. A questionnaire was created and validated by three experts using an evaluation form for a questionnaire. Analysed data were used to develop a writing model in Phase Two.

Phase Two
In phase two, data obtained from the first phase and document analysis were the main tools to develop a writing model. Then a writing model was validated by three experts using an evaluation form to ensure that the model responses and assists the users. The writing model was then revised and edited which can be categorised into four units.
Unit This satisfaction questionnaire was validated by three experts using an evaluation form to ensure the validity before distributing to the users.

Quality of Research Instruments
Step one: The questionnaires in Phase One and Phase Three along with the writing model were presented to the group of experts (three experts) for any suggestions for improvement.
Step two: The questionnaires and the writing model were corrected and adjusted in accordance with comments and recommendations made by experts.
Step three: After receiving feedback and recommendations, the Index of Item-Objective Congruence (IOC) was used so as to find the content validity. In this process, the questionnaires as well as the writing model were checked by three experts. The Item-Objective Congruence (IOC) was used to evaluate the items of the questionnaire based on the score range from -1 to +1.
The items that had scores lower than 0.5 were revised. On the other hand, the items that had scores higher than or equal to 0.5 were reserved.

Selection of Participants
Participants were selected based on a purposive sampling method as they were the right persons who can give detailed and meaningful information (Gall, Gall, & Borg, 2005). Participants were a group of entrepreneurs (10 participants) who sell local food products in one province of Thailand.

Data Analysis and Interpretation
The data obtained from questionnaires was analysed by using Statistical Program for Social Sciences (SPSS). Document analysis was used to supplement the data obtained from questionnaires.

Results
According to the FAO (2016), a food labelling policy is set to support healthy diets of the consumers by providing information about the qualities of foods; drawing consumer attention to the potential benefits and risks of particular food products and motivating manufacturers to produce healthy and safe foods. There are many types of food which include whole foods, simple processes foods, and highly-processed food products and its label information like 1) whole foods which include grains, beans and legumes, nuts and seeds (not salted), fruits and vegetables, 2) simple processed foods which are cheese, bread, noodles, tomato sauce, meat products, 3) highly-processed food products like packaged soups, biscuits, crisps/chips. soft drinks, chips, chocolate, candy, ice-cream, sweetened breakfast cereals, and chicken nuggets, hotdogs. Based on the food products of participants, at the time of the study, their products were local food products which three main major types of  Vol. 15, No. 4;2022 label is considered significant to avoid any risk of miscommunication (DIP, 2016;FAO, 2016). As a result, one of the essential components of a label or advertising text should be a non-misleading information. According to the Department of Industrial Promotion of Thailand or DIP (2016), advertising texts are required to appear on a label to give consumers' necessary information. Therefore, the writing model of the study was developed based on this guideline and policy.
A food labelling policy is seen necessary as the consumer cannot detect the quality and quantity of the foods by themselves so they require a food label that appears on a food product whether they are packaged in bags, boxes, or bottles. It is crucial to promote and share information where producers can provide exact information where the truthfulness of information on a food label is the thing that the food producer should provide for the consumer through various written information to introduce the product whether its taste, smell, or texture and to make proper use of products (FAO, 2010). Clearly, having a keyword to promote local food products were required by all participants. According to the obtained data, advertising texts that most of the participants listed "tasty" and "local product" as the most significant words. As this study focuses on local food products, the participants highly paid attention to their products and concerned what to be appeared on their products.
After gaining data from participants, the researchers analysed related documents to develop the writing model. As according to the literature, the required and necessary information that should be appeared on a label includes statement of identity (name of food), net quantity of content statement (amount of product), name and address of the manufacturer, packer or distributor, ingredient list (including food additives and allergenic information), special storage information or conditions of use, instruction for use and date marking (DIP, 2016;FAO, 2016;FDA, 2013). This information was used as a guideline to develop the writing model of the study.
In this research, the authors aimed to develop a useful guide that participating entrepreneurs as an adult learner can take control of their own learning as self-directed learning is a process that can help the learners learn the content independently (Zainuddin, Habiburrahim, Muluk, & Keumala, 2019;Wijaya & Khoiriyah, 2021). According to Loeng (2020), the concept of self-directed learning is seen as an important part in this research as it helps forming the knowledge about food label of the entrepreneur who are the users. As English is not their official language, the participants are allowed to practice the language skill autonomously everywhere and anytime to develop the English label for their product with the ready to use material in the form of a small book. As indicated in the questionnaire, their personal goal is to have an English label for their products, with the writing model they will be able to follow step-by-step process to create their own label.
All information and patterns were designed by the researchers aiming to facilitate the users to develop their product label and related information. This writing model conforms to the pattern of labelling policy. Also, the model employed a narrative writing style where the users can follow the details in a sequence with a definite beginning, middle and end (Bow Valley College, 2016). It can be seen from the contents regarding to the needs of the participants and food labelling policy which include 4 major units: Unit 1 Information for Product Safety; Unit 2 Information for Product Value; Unit 3 Information for Product Advertising; and Unit 4 Information for Product Reliability and Warranty.
In each unit, the users will be able to develop their product label gradually. The function of the model in each unit consists of Thai and English information in which the users can compare Thai information with written English information including related food vocabularies in which expository writing and descriptive writing were used to introduce the main idea and develops it with facts and supporting details including the story of products (Empowering Writers, 2005). By this it means that the users can learn how to write an English label by starting from giving facts and details starting from necessary vocabularies, followed by useful phrases and sentences. Then examples of labels will be introduced so the users can follow easily to create a vivid mental image, especially sights and textures (ESLFlow, 2015).
The persuasive writing style was used to convince the users with supporting details (McCay, 2016). To persuade, the design is concerned by the researchers as it well-look of the writing model including its function, and colour can make the printing more effective (Hodgson, 2007). The use of colour and picture together with English information is seen as essential components to product packaging and this could enhance market penetration (Cheewaree, 2012;Darawong, 2013). This is supported by Ourairat (2016) who found that clear and unique design of the product logo help reflects the quality of the product and represents the local wisdom and their way of life. The design, therefore, has comprised both colour and picture to draw attention of the users. At the same time, they could obtain necessary information to develop an alternative label written in English.
The writing model is considered to be effective as it was evaluated by the experts and adjusted before distributing to the users. This writing model provides instruction and contents so the users can use it easily and ies.ccsenet.org International Vol. 15, No. 4;2022 effectively. Consequently, the satisfaction level of the users towards the writing model was considered to be at a very high level. The present study confirms the previous findings the development of the writing model should focus on the users (Bodnik, 2017;Hodgson, 2007;Lanigan, 2010).

Recommendations and Suggestions for Future Research
It is recommended that further research be undertaken in the following areas: studying a wider sample of participating entrepreneurs in order to verify the findings from this study, and comparing labelling policy of the Thailand trade partners to provide more details in the writing model.

Limitation of the Study
A limitation of this study is that the numbers of participants were relatively small. Therefore, findings might not represent the voice of all entrepreneurs selling local food products within each area of Thailand.