Improving the Commercial Competitive Potential of Entrepreneurs in the OTOP Product Manufacturing Group, Na Siao Subdistrict, Mueang District, Chaiyaphum Province DOI:

Abstract

This research aimed to 1) study the operating conditions of OTOP product producers in Na Siao Subdistrict, Mueang Chaiyaphum District, Chaiyaphum Province; 2) study the problems, needs, and competitive potential of OTOP product producers; and 3) determine the guidelines for enhancing the competitive potential of OTOP product producers. The population and sample consisted of 180 people. The sample size used in this research was determined at a 95 percentile confidence level using the sampling table of Krejci and Morgan (1970). The sample size was 123 people. The researcher selected informants/target groups from the committee members of the three entrepreneur groups who cooperated in providing information until the research process was completed. In-depth interviews were conducted with 9 people and focus group discussions with 18 people. The research instruments included questionnaires, semi-structured interviews, and focus group discussions. The statistics used were frequency, percentage, mean, and standard deviation. The results of the in-depth interviews and focus group discussions were synthesized and presented as an essay.

         The research results found that the overall operating conditions of OTOP product producers in Na Siao Subdistrict, Mueang Chaiyaphum District were at a high level (x ̅= 3.44) ; (SD = 1.04). When considering each aspect, the operating conditions of business planning were at the highest level (x ̅= 4.38) ; (SD = 0.82), followed by communication (x ̅= 4.14) ; (SD = 0.94) and knowledge of technology and innovation (x ̅= 1.81) ; (SD = 1.37). The issues, needs and competitiveness of trade found that 1) there was still a lack of understanding of business planning, 2) there were limitations in communicating through online channels, 3) there was a lack of learning to search for new information. In terms of development guidelines, the government sector needs to play a role in supporting, promoting, providing knowledge and being a mentor.