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|Title:||A Study of Development Strategies for OTOP in Chiang Rai||Authors:||Kanthachai, Nongnout||Issue Date:||2014||Publisher:||Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
|Source:||Nongnout Kanthachai (2014) A Study of Development Strategies for OTOP in Chiang Rai. University of the Thai Chamber of Commerce Journal Vol.34 No.1.||Abstract:||The objectives of this study were to study the development strategies for OTOP in Chiang Rai Province; to study consumer target groups; development strategies with regard to consumer behaviors, and opinions; and the relationship between demographic characteristics of OTOP consumers and OTOP development strategies with regard to consumer opinions. The data collection involved 257 OTOP producers/ entrepreneurs and 850 OTOP consumers who responded to the questionnaire. The quantitative data was analyzed and reported using frequency, percentage, mean, and standard deviation. Twenty-four community development officers were also interviewed to solicit qualitative data. Content analysis was employed to analyze the interview data. The findings revealed that the majority of OTOP consumer target groups in Chiang Rai Province were female, aged between 41 and 50 years old with a primary educational background. Their career choice was merchant and entrepreneur, with an average monthly imcome income of less than 5,000 baht. In the interview, Chiang Rai OTOP consumers voiced a moderate level of satisfaction towards development strategies for OTOP in Chiang Rai, especially, with regard to the product domain. Comparison results between OTOP consumer demographic factors including gender, age, education, career, and monthly income and their intention to formulate development strategies for OTOP were generally different with no statistical significance at the confidence level of .05.||URI:||https://scholar.utcc.ac.th/handle/6626976254/380||ISSN:||0125-2437||Rights:||This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.|
|Appears in Collections:||JEO: Journal Articles|
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