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http://dx.doi.org/10.13106/jafeb.2022.vol9.no8.0123

A Causal Relationship Model of Factors Influencing One Tambon One Product (OTOP) Snack Food Product Quality in Thailand  

BOONNARAKORN, Sawitree (College of Innovation & Industrial Management (CIIM), King Mongkut's Institute of Technology Ladkrabang (KMITL))
DEEBHIJARN, Samart (College of Innovation & Industrial Management (CIIM), King Mongkut's Institute of Technology Ladkrabang (KMITL))
SAENGMANEE, Woranart (KMITL Business School (KBS), King Mongkut's Institute of Technology Ladkrabang (KMITL))
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.8, 2022 , pp. 123-134 More about this Journal
Abstract
In 2021 One Tambon One Product (OTOP) food products reached $3,447 billion domestically and $200 million internationally. Mirroring Japan's highly successful OVOP (One Village One Product) poverty reduction and rural employment program, Thailand's OTOP program has since become a global model of success as well. From May through June 2022, OTOP snack food vendor entrepreneurs were contacted and asked to contribute their opinions about what factors affected their enterprise's food product quality. Using systematic random sampling across six Thai regions, 311 export entrepreneurs, production managers, and marketing managers participated. The results revealed that product innovation (PDTI), process innovation (PCSI), packaging design (PKD), and the 4P marketing mix (4PMM) all positively influenced OTOP snack food product quality (PDQ), which, when combined, had a total effect R2 value of 27%. Also, the latent variable TE values for PDTI, PKD, 4PMM, and PCSI, were 0.38, 0.29, 0.22 and 0.11, respectively. Seven of the nine hypotheses examined were supported, with packaging design (PKD) determined to have the greatest influence on the 4P marketing mix (4PMM).
Keywords
Marketing Mix; Process Innovation; Product Innovation; Product Quality; Thailand;
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Times Cited By KSCI : 4  (Citation Analysis)
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