One Tambon One Product Research Articles

One Tambon One Product (OTOP) implementation by the Thai Government

ABSTRACT This research examined Thailand’s OTOP policy as an implementation of the OVOP model in developing countries by using qualitative analysis to investigate government and enterprise viewpoints. The study highlighted OTOP’s significant role in improving productivity, market access, and craft preservation, underscored by strong sales performance, especially in businesses blending traditional knowledge with technology. However, challenges such as limited funding, skill deficits in local officials, support overlaps, weak support structures, ambiguous guidelines, and inadequate evaluations compromised the policy’s efficacy, particularly affecting lower-potential enterprises. Recommendations included tailoring programs to participant-specific needs and establishing clear standards and objectives to ensure consistent implementation. Further research should enrich the understanding of OVOP in different contexts.

Developing and Enhancing the Marketing Promotion of OTOP Products with Geography Identities (GI) by Integrating the Complete Community-based Tourism Promotion

Background and Aims: OTOP (One Tambon One Product) was established in 2001 under the economic threat by applying local wisdom to produce and create unique products, as well as creating jobs and income for the community, which encourages the community to be self-reliant. In addition, the global tourism industry tends to grow all the time and is the driving force of the global economy to develop continuously, which contributes to the increase of potential tourists in tourism. If the integration of community tourism management combined with the marketing promotion of community products will create enormous potential. Therefore, this research has the objectives (1) to study the information and potential of the community, (2) to study and explore community products, (3) To develop and upgrade OTOP products with Geography Identities (GI) in line with the integrated integration of community-based tourism promotion, and (4) to promote the sale of OTOP products with Geography Identities (GI) in parallel with the integration of comprehensive community-based tourism promotion. Materials and Methods: The research tools were semi-structured interviews, observational forms, and recordings with a target population of 50 people, and using content analysis. Results: The research results showed that (1) Non-Buri Subdistrict had a total of 11 villages, with a total population of 5,760 people, and 1,330 households, being a community with the potential of both OTOP products, and beautiful natural attractions in the area such as the Sirindhorn Dinosaur Museum (Dinosaur skeleton), Wat Phu Sing located on the top of the mountain has a beautiful view, and Thepsuda Bridge over Lam Pao Dam, etc. (2) There are a lot of community products, such as products from hand-woven fabrics that are transformed into dinosaur-shaped keychains, hand-woven fabric with dinosaur pattern, dinosaur shirt, home decoration flags, Hand-woven cotton fabric with dinosaur pattern, A wicker hat woven with bamboo, Bags made from hand-woven cloth with dinosaur patterns. Products made from Kaentawan herbs such as shampoo, and soap. And products from fish such as Fermented fish paste, dried fish, fermented fish, and Chaew Bong made from fermented fish, etc. (3) The community needs to expand the results into the development of a prototype product with a local identity, namely “Phu Kum Khao dinosaur-patterned hand-woven fabric product”. And (4) promoting the promotion of OTOP products with community Geography Identities (GI) in parallel with the integration of comprehensive community-based tourism promotion by creating marketing channels or finding a market/promotion of buying-selling, Phu Kum Khao dinosaur hand-woven fabric product is “Smart Agi Shop”, An intelligent community market where this system will be a sales channel between buyers-sellers meet to negotiate a deal, have a purchase order system, order reservations. Conclusion: the local government should be further developed by including it as a local ordinance to develop and support the budget for expansion to other areas. And development, upgrade, and promotion of OTOP products with Geography Identities (GI).

NEW PRODUCT DEVELOPMENT FRAMEWORK BASED ON UNIVERSITYCOMMUNITY ENGAGEMENT: A CASE OF THAILAND OTOP PRODUCT DEVELOPMENT FOR ELDERLY

One Tambon One Product (OTOP), Thailand’s economic development program has been used to support the local economy, create incomes on the grass root for the locals, and be one of the successful engines to drive local and country economies, which create business opportunities for the locals. This research demonstrates how the new OTOP development related to the role and cooperation between different parties, especially the university and the community that owns the OTOP product can be implemented. This research project is one of the University-community engagement projects to study and initiate OTOP product development from the three provinces of Chiang Mai, Lumphun and Lampang. This collaborative product development leads to three new and innovative products of OTOP based on the large survey and focus group of 1,275 elderly consumers. The value creation technique from local culture was employed to innovate the new products. This research developed the framework consisting of the three strategic stages of development. The cross-collaboration team are the main enabler. The OTOP cooperative ecosystem was tested and it found that this ecosystem can reciprocally benefit all the staffs including help configuring the organisation context and its entrepreneurship.

Social network analysis and network centrality in community enterprises: evidence from One Tambon One Product entrepreneurship program in border Thailand

PurposeThis study aims to analyze social networking and network centrality in the case of community enterprises, which the existing literature has not addressed. To do so, the authors use the survey of community enterprises from the One Tambon One Product (OTOP) entrepreneurship program of Nong Khai border province in Thailand as a case study.Design/methodology/approachSocial network analysis (SNA) is a tool to study and understand the relationship patterns of units of analysis, which can be individual, household, community or production units, and how those units interact through social or economic activities. Network positions are important when identifying the centralization of links in a particular network. If a representative is close to the center of a network, it is possible that the production unit will be able to contact or coordinate with a greater number of other members of the cluster, create knowledge sharing, promote collaboration and then typically demonstrate greater performance.FindingsThe results show that overall, local government agencies play a critical role in the community enterprise relationship network, while private entities are the least active group. Enterprises in partnerships with external agencies are mostly cooperating with branding and marketing dimensions, followed by the design dimension. There is no cooperation regarding production and distribution. Most community enterprises have established at least a one-dimensional network of cooperation with external agencies; only five community enterprises have isolated nodes with no partnerships having been created within this group.Research limitations/implicationsThe study was limited by the surveys having been conducted in a single area and, therefore, can be used only as a case study for this area. Surveys in larger group sizes and in a wider range of areas would lead to results with greater applicability and reliability.Practical implicationsThese results bring to mind policy proposals to increase the competitiveness of community enterprises through the development of social networks as follows: firstly, knowledge should be created with community enterprise operators to understand their supply chains and analyze the strengths and weaknesses and core competencies of their enterprises; and secondly, enterprises should be educated about which agencies can assist businesses at each stage in the value chain system and encouraged to ask for help in adding value at each stage of production.Social implicationsA “OTOP to Business Networking” platform for community and private enterprises should be created with projects/activities that offer venues to exchange business learning and opportunities. Holding meetings among people in a variety of business sectors may help inspire entrepreneurs to innovate to further their businesses, which can lead to networking businesses conducting activities across community enterprises and the private sector for the mutual benefit of producing merchandise for large customers and markets. Learning systems, production techniques and cooperation should be created, as well as opportunities to increase market share and profitability, if this platform is successful.Originality/valueThis paper is the first study, to the best of the authors’ knowledge, to utilize SNA to examine the use of social networking among community enterprises participating in Thailand’s OTOP entrepreneurship program in Nong Khai province. The results show that overall, local government agencies play a critical role in the community enterprise relationship network, while private entities are the least active group. Therefore, the government can play an important role in helping to develop a network of community enterprises with external entities at each stage of the value chain to enhance the competitiveness of each enterprise.

Business strategies of snack food product export performance: A structural equation model analysis

Over the past several years the COVID-19 pandemic has devasted Thailand’s economy while simultaneously destroying the ability of numerous snack food enterprises to sell their home-grown products domestically and to export to the broader international community. Therefore, the purpose of the research was to investigate which factors affected the export performance (XPE) of Thai One Tambon One Product (OTOP) entrepreneur snack food products. From a list of OTOP export producers, the authors used systematic random sampling across six Thai regions to select the study’s 311 export entrepreneurs. The structural equation model (SEM) analysis used LISREL 9.1 to determine the validity of the causal model and the variable interrelationships and how they affected OTOP snack food XPE. The SEM results revealed that innovative products (IPT), innovative processes (IPS), packaging design (PAD), the marketing mix strategy (MMS), and product quality (PDQ) all positively influenced XPE. Also, the total effect values for MMS, PAD, PDQ, IPT, and IPS, were 0.27, 0.22, 0.21, 0.15, and 0.05, respectively. Nine of the eleven hypotheses examined were supported, with PAD being shown to strongly influence MMS. This paper makes a significant contribution to the global discussion concerning rural poverty reduction, rural employment, and entrepreneurial handicraft export performance.

Clustering Production and Operational Practices of SME Using Correspondence Analysis: A Case Study of Northern OTOP Thailand

This study aims to identify the actual conditions of the current operational practices of the One Tambon One Product (OTOP) and the actual sales and income. This research summarizes and classifies the existing practices concerning different groups of OTOP products and presents empirical evidence on how and what practices correspond to the actual business performance. This research adopted correspondence analysis as a data analysis and visualization tool to summarize and present if clusters or relationships exist among categorical variables of OTOP groups, operation practices and their revenue performances. The results can then be used to define the right set of operations on the OTOP group for the Thai government to develop a supporting policy.

Guidelines for Upgrading One Tambon One Product to Create Competitive Opportunities in the Digital Economy

In organizations, the guidelines of upgrading One Tambon One Product (OTOP) can be applied by taking it on the action plan’s agenda in building steady and explicit operational targets, and to create a solid base in terms of creating competitive opportunities. A mixed method research design was adopted for this study. The quantitative data was collected by questionnaires from 500 small business entrepreneurs on four variables: resource preparation, alliance collaboration, product development, and competitive advantage. The qualitative research design used the In-depth interview technique to collect data from nine experts, identified through purposive sampling method, and divided into three groups of equal size comprising 3 members: a group of successful business entrepreneurs, a group of government leaders and related agencies and a group of academics The study found that the element of resource preparation created competitive opportunities in the digital economy through transparent leadership; alliance collaboration made a collaboration arrangement with other companies; product development expanded the idea to be concrete; and competitive advantage kept individuals with expertise and experience with the company. The study recommends improving the model by considering the Modification Indices obtained from the packaged program with theoretical academic principles and eliminating some improper observational variables.

New Product Development Framework based on University-Community Engagement: Case Study of Thailand OTOP Development for Elderly Consumer

This research project is one of the University-community engagement projects to study and initiate One Tambon One Product (OTOP) development in the three provinces of Chiang Mai, Lumphun and Lampang. This collaborative product development led to three new and innovative products for OTOP. This research defined and selected the elderly consumer groups from three northern provinces of Chiang Mai, Lumphun, Lampang. This study uses a survey and focus group discussion to identify the buying attitude of 1,275 elderly consumers toward the OTOP product. The quantitative analysis and the AHP technique were applied to identify the group of OTOP products selected for development. The potential top products were identified from the surveys. Then the value creation technique from local culture was employed to innovate the new products. This research developed a framework consisting of the three strategic stages of development. The cross-collaboration team are the primary enabler. The OTOP cooperative ecosystem was tested and found that this ecosystem can reciprocally benefit all the staff, including help configuring the organisation’s context and its entrepreneurship.

Public participation for promote Thai cultural tourism and the development of OTOP Nawatwitee for reduce social equality

The aim of this study is to investigate the role of public participation to promote One Tambon One Product (OTOP) development and cultural tourism to support social equality in Thailand. To achieve this objective, the relationship between public participation, local community participation, OTOP development, cultural tourism and social equality is examined. Additionally, the mediating role of OTOP development and cultural tourism is examined. Primary data is preferred to examine this relationship which is collected with the help survey questionnaire from Thailand. Structural Equation Modeling (SEM) is used for data analysis. It is found that; publication participation is crucial role in OTOP development, cultural tourism, and social equality. Public participation can strengthen the local community development and OTOP development which lead to the cultural tourism and social equality. OTOP development promote cultural tourism which causes to increase social inequality in Thailand.

Public participation for promote Thai cultural tourism and the development of OTOP Nawatwitee for reduce social equality

The aim of this study is to investigate the role of public participation to promote One Tambon One Product (OTOP) development and cultural tourism to support social equality in Thailand. To achieve this objective, the relationship between public participation, local community participation, OTOP development, cultural tourism and social equality is examined. Additionally, the mediating role of OTOP development and cultural tourism is examined. Primary data is preferred to examine this relationship which is collected with the help survey questionnaire from Thailand. Structural Equation Modeling (SEM) is used for data analysis. It is found that; publication participation is crucial role in OTOP development, cultural tourism, and social equality. Public participation can strengthen the local community development and OTOP development which lead to the cultural tourism and social equality. OTOP development promote cultural tourism which causes to increase social inequality in Thailand.

Factor Affecting Elderly Consumer Testing on Thai Herb Ceramic Massage Product using Taguchi Design of Experiments

This study focuses on the OTOP (One Tambon One Product) Thailand product after selected group into five. Thai herb ceramic massage product was developed from statistic data selection previously. The experimental was decided for determination optimize consumer wanted as desirability value from using three nominal preference scales of performance, function and cognitive to create new response. Using a Taguchi design was used for design factors including the performance, function and cognitive. the experimental condition with full factional design 25 with 6 blockings was employed in the experiment for 6 samplings test as elderly 60-80 years old, males and females respectively consumers in northern Thailand in Chiang Mai. The result demonstrated that by using more ceramic, big ceramic size, Herbal ingredients #2, Fabric types #2 and Streamer to be heating source can optimize the desirability value for Thai Herb Ceramic Massage Product of 0.9 in the regression model with the optimizer method. Important factor is heating source, it was only significantly parameter to the response.

A neo-Marxist anthropology of urban workers and peasant farmers in Thailand

This manuscript is an original cultural anthropological study that is based on fieldwork done by the principal investigator, Antonio L. Rappa, on groups of urban workers and peasant farmers of Bangkok, Chiangmai, and Pattaya from 1998 to 2016. The focus of this manuscript is on how these workers survive late modernity within the neoliberal capitalist world scenario. The fieldwork also showed the importance of materialism among Thai workers and how they remain trapped in giving up the surplus labor value of their work to the bourgeoisie (Marxian Theory). Since 1932 (the Siamese and since 1946), the Thai workers have been suppressed and exploited by the ruling elite (Power Elite Theory). Whether we use a Cultural Anthropological/Marxian, neo-Marxist Anthropological, or Power Elite theory (C. Wright Mills’ Theory) approach, it remains clear in 2022 that the Thai people still continue to be imprisoned by a desire for luxury goods and services (Thorstein Veblen). Then, there is the complication of religion. At least 93% of all Thai people are Theravada Buddhists and staunchly believe in worshiping the Buddha as well as in various superstitions. The remaining 5–7% are Muslims and Christians. It is only the Muslims who have consistently given political trouble to the Bangkok capitalists but the Muslims are not socialists or communists since they believe in the god known as Allah. Ever since the 1970s, Thailand came under serious threat from communism like many Southeast Asian states. King Bhumiphon Adulyadej (Rama IX) was already a deeply respected monarch and a virtual demi-God to the superstitious and animistic Thai Buddhists. Few Thais realized at that time that the King was also a well-read scientist knowledgeable in urban planning and agriculture. Rama IX applied the knowledge that he garnered from Switzerland and Cambridge, Massachusetts, toward building a new kind of thinking, called Self-Sufficiency Economy (SSE). Rama IX’s SSE was not unique to Thailand and commonly practiced to various effects in South Asia, the Far East, and Southeast Asia. Nevertheless, the king thought that the SSE would be a good way out for his people. He believed that if each Tambon or village could cooperate using existing resources, provincial assistance in agricultural knowledge, and the model-village concept, then the Thai people would be self-sufficient in many aspects. This was also known as the One-Tambon, OneProduct (OTOP) policy. This is itself a manifestation of the materialist cultural anthropologic of Thai culture itself. The manuscript concludes with an analysis of the dual pricing system or two-tier pricing system, and why the Thai people appear to support Thorstein Veblen’s Theory and C. Wright Mills’ Theory rather than any neo-Marxist theory of land distribution and property ownership.

The Approach of Upgrading Sustainability Competencies in the Market for One Tambon One Product Entrepreneurs in Praiwan Subdistrict, Tak Bai District, Narathiwat Province, Thailand

The objectives of this study were to (1) study OTOP (One Tambon One Product) entrepreneurs’ competencies in Praiwan Subdistrict, Tak Bai District, Narathiwat Province, and (2) upgrade sustainability OTOP entrepreneurs’ competencies in Praiwan Subdistrict, Tak Bai District, Narathiwat Province. The mixed-method research technique was used in this study; the sample was 286 OTOP entrepreneurs in Praiwan Subdistrict, Tak Bai District, Narathiwat Province; and the interviewees were seven groups of OTOP (One Tambon One Product) entrepreneurs in Praiwan Subdistrict, Tak Bai District, Narathiwat Province. Questionnaires and interview forms were used to gather data, then analyzed using percentage, mean, and standard deviation statistics. The research results can be summarized as follows: 1) In Praiwan Subdistrict, Tak Bai District, Narathiwat Province, Overall, OTOP (One Tambon One Product), entrepreneurs’ competencies, are at a high level. The character feature was the most important, followed by the knowledge feature, and the skill feature was the least important; and 2) upgrading sustainability OTOP (One Tambon One Product) entrepreneurs’ competencies in Praiwan Subdistrict, Tak Bai District, Narathiwat Province by arranging course training workshops including product photography workshop, online marketing, Facebook page, live broadcasting, group storytelling, packaging, and branding.

Development of Web Application for Packaging Design

The majority of One Tambon One Product (OTOP) entrepreneurs desired a new packaging design that attracts the attention of consumers. The aims of this research were to 1) determine the packaging demands of entrepreneurs, 2) develop a conceptual framework for web applications, and 3) create web applications. Finally, 4) to ascertain entrepreneurs' satisfaction with the use of web applications in packaging design. The demographic and sample were recruited from the central region's population, entrepreneurs, and customers. Purposive sampling was used to choose 400 entrepreneurs and customers in Saraburi province. The main result was that requirement of entrepreneursabout package must be easy to portable. And Web Application must be also easy to use. By opinion of experts the result of web application development was overall high level and satisfaction of web application that help entrepreneurs to design package was high level. So the benefit of research is that entrepreneurs had web application to design the package and lower cost.

Effects of transport operating conditions on the rating of OTOP products of small and medium-sized enterprises (SMEs) in Thailand

The purpose of this research was to explore the operating conditions of Small and Medium-sized Enterprises (SMEs) and their effects on the rating of products in Thailand’s One Tambon One Product (OTOP) program. The sample group in the research was the 330 owners or executives of Small and Medium-sized Enterprises that produced for the OTOP program and their products were rated 3-5 stars. A questionnaire was used to collect data. The statistics used for data analysis were Percentage, Mean, Standard Deviation. Chi-Square, and one-way ANOVA, while Scheffe Analysis was used for multiple comparisons. The study found there were 19 operating conditions of the SME producers of OTOP program found affecting the rating of their 3-5 star products including; Marketing Operating Conditions - such as packaging, main target market, marketing promotion, Production Operating Conditions - such as production policy, production plan, standard certifications, raw material management, production methods, product development, member selection, production cost, Financial Operating Conditions - such as initial investment, working capital, working capital management model, main operational objectives, operational strategy, assignment of duties and responsibilities, employee performance indicators, and the member remuneration, which were all found statistically significant at the .05 level.

Effect of partial substitution of Riceberry rice flour on rice noodles quality

Rice is major economic potential plants in the North-East of Thailand, especially in Ubon Ratchathani province. Rice noodle in Ubon Ratchathani have called Ubon noodles is local wisdom of indigenous food as one tambon one product (OTOP). The objective of this research was focused on the development of rice noodles with Riceberry rice flour (RRF) to obtain the higher value product due to Riceberry rice is a good source of vitamins, minerals, and bioactive compounds. The current work investigates the proximate analysis, the physicochemical properties, some bioactive compounds, and the cooking properties of flour. The rice noodle quality was observed by evaluating the textural property, cooking quality, and sensory. The results showed that RRF contained 9.50±0.13% protein, 6.38±0.06% fat, and 23.33±0.00% amylose. The study of bioactivity of RRF revealed that total phenolic, flavonoids and anthocyanin content were 495±0.00 mg gallic acid equiv./100 g, 400±0.00 mg quercetin equiv./100 g and 263.73±0.00 mg Cy-3-G equiv./100 g, respectively. Peak viscosity and gelatinization temperature of RRF were lower than that of rice flour, resulting in swelling power, water solubility index, and water absorption index of RRF were higher than rice flour. Flour formulas for rice noodles preparation were made by substituted rice flour with Riceberry rice flour from 10-50% (by total flour weight). The amount of RRF decreased the peak viscosity, break down, and final viscosity but increased gelatinization temperature of composite flours. The optimum ratio of RRF was 20% supplemented into rice noodles showed overall acceptance including good cooking quality, texture, and consumer acceptance. The result of this study could be used as knowledge in food application as functional foods, especially in the development of rice noodles of Ubon Ratchathani province, Thailand to promote the economic potential of the local community.

Measuring Smiling Curves in Community Enterprises: Evidence from the One Tambon One Product Entrepreneurship Programme in Border Thailand

Stan Shih’s smiling curve concept has been applied for use in describing manufacturing industries of various sizes around the world; yet, no studies, so far, have ever been undertaken using small enterprises, like community enterprises. The objective of this article is to explain the use of the smiling curve concept in community enterprises in Thailand as a case study. From a survey of 101 community enterprises under the One Tambon One Product (OTOP) entrepreneurship programme in a border province of Thailand, it was found that the smiling curve concept can also be applied in the case of community businesses. Emphasizing the importance of upstream activities, like applying concepts of creativity and research and development in production as well as focusing on downstream activities such as marketing, sales promotion and branding strategies are found to enhance business performance (profit) of those community enterprises. Therefore, the relevant government agencies or business sectors should step in to provide support and collaborative assistance by focusing on both activities (upstream activities and downstream activities) to add value to community products and make community businesses more competitive in both national and international markets.

Implementation of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) Movement

The Thai government has a very important role in initiating and implementing the One Tambon One Product (OTOP) program. At the national level, this OTOP policy runs through integration between Ministry of Trade, Ministry of Disadvantaged Regions, Ministry of Industry, and Ministry of Agriculture. All governments encourage integrated marketing and promotion between producers of OTOP commodity producers and OTOP commodity sales markets. The OTOP program is carried out to realize rural industrialization, as well as to improve community welfare through efforts to increase community income with a variety of productive business activities. OTOP in Thailand is no longer interpreted narrowly as a limited area and certain products, but has led to become a rural industry with products that penetrate abroad. In order to integrate provincial government OTOP program, district/city government, sub-district (tambon) government, and at village level, they coordinate with each other by paying attention to policies on broader scope. How to Cite this Article Pubmed Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan. of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) SRP. 2020; 11(1): 585-587. doi:10.5530/srp.2020.1.73 Web Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan. of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) http://www.sysrevpharm.org/?mno=86277 [Access: March 29, 2021]. doi:10.5530/srp.2020.1.73 AMA (American Medical Association) Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan. of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) SRP. 2020; 11(1): 585-587. doi:10.5530/srp.2020.1.73 Vancouver/ICMJE Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan. of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) SRP. (2020), [cited March 29, 2021]; 11(1): 585-587. doi:10.5530/srp.2020.1.73 Harvard Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan (2020) of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) SRP, 11 (1), 585-587. doi:10.5530/srp.2020.1.73 Turabian Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan. 2020. of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) Systematic Reviews in Pharmacy, 11 (1), 585-587. doi:10.5530/srp.2020.1.73 Chicago Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan. Implementation of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) Movement. Systematic Reviews in Pharmacy 11 (2020), 585-587. doi:10.5530/srp.2020.1.73 MLA (The Modern Language Association) Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan. Implementation of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) Movement. Systematic Reviews in Pharmacy 11.1 (2020), 585-587. Print. doi:10.5530/srp.2020.1.73 APA (American Psychological Association) Style Abdul Rozaq Muslim, Obsatar Sinaga, Arry Bainus, Wawan Budi Darmawan (2020) of Rural Development Policy in Thailand through the One Tambon One Product (OTOP) Systematic Reviews in Pharmacy, 11 (1), 585-587. doi:10.5530/srp.2020.1.73

Prioritizing and Positioning of Thailand’s Program of OTOP Product for Elderly using AHP

One Tambon One Product (OTOP) is one of the major enabler of Thailand to stimulus local entrepreneurship to support locally made products of Thailand's 7,255 Tambons (sub-district). This OTOP program has been initiated since 2001 and has substantially generate incomes for local entreprenuers. Currently, five groups of OTOP product have been promoted and used by Thai Government to gaurantee the quality of the OTOP product. However this research aims to utilize the nexus model of academia–policy maker and business to develop an approach to derive the product improvement policy to increase business market opportunities for the elderly cosumers in Thailand. This research studies and identified differences of needs among each group of product. This research conducted large systematic focus groups on 1,275 elderly consumer together with expert interview and quantitative analysis to identify the top three groups of OTOP product that need to be strategically emphasized. Four new criterions of Business, Opportunity, Self- Sustainability, and Environment were developed and used as criteria to identify and prioritize the needs of those five OTOP groups. The AHP technique was employed to identify the weights and compare the five major groups with respect to those developed criteria. This results were used for the government to position the OTOP product that meet the need of elderly consumer segment. The results of the analysis lead to strategic action plan for product and process development of northern Thailand OTOP developemt program. This proposed concept helps Thai govenrment to effectively exercise OTOP program policy mobility and evolution.

Factor Affecting Elderly Consumer Buying Attitude on Thailand OTOP Product

One Tambon One Product (OTOP) is a local entrepreneurship stimulus program designed by Thailand and has been initiated since 2001. This OTOP program aims to support locally made, marketed products of each of Thailand's 7,255 tambons (sub-district). This product has been inspired from One Village One Product (OVOP) program of Japan and has been successfully used as economic enabler to the local enterprenures. This research aims to expand the OTOP product into the elderly consumer segment which is presently becoming the greater proportion. This research conducted extensive and systematic focus group and survey on elderly consumers and used the ordinal logistic regression analysis to identify the factors which will be used as design quality and concepts for designing and marketing the five major groups of OTOP products. The overall summary indicates that out of the 1,275 elderly, only 427 (43%) are currently prefer and have strong attitude to buy the existing OTOP product. The odds ratio were used as measure of buying opportunities. The results of analysis indicate that gender and occupation of elderly greatly affect the odd ratio and used to define the product concepts. We also found that female under 70 years old have stronger chances to buy the OTOP product comparing with male. Based on the analysis, the age of consumer seems to have stronger relationship with the buying opportunity than the gender. Hence the age of the consumer that is less than 70 years are the vital factor when designing the OTOP productd.