Key Factors Affecting Sales Volume of Community Enterprise (OTOP): Local Fabric of Three Southern Border Provinces

  • Yalada Pornprasert

Abstract

This research was aimed to study the key factors affecting sales volume of community enterprise (OTOP): local fabric of three southern border provinces. The population of this study was 40 members from local fabric of three southern border provinces, SriYala Batik, Barahom Batik and Anuroj Hand Paint. The data was gathered by using the questionnaire and interview, and the data was analyzed by using Chi-Square and Eta. The findings revealed that the relations between the sales volume and key factors of local fabric of three southern border provinces were; 1) the customers bought it for their own use, as souvenir or resale which related to the sales volume at the 0.05 level of significance, 2) the factor of product quality was the customer loyalty which related to the sales volume at the 0.05 level of significance, and 3) the factor of time was the punctual product distribution to the customers which related to the sales volume at the 0.05 level of significance. Consequently, the relevant sections should support the training on new technology of fabric production to meet the customer needs by the international fashion trend for each global region and finding market, support the factor of capital with the low interest of budget with easy access and not too many additional conditions from experienced researcher, besides entrepreneurs must be open-minded to new things.  

Published
2020-07-25
Section
Articles