ปัญหาทางการตลาดของผู้ผลิตสินค้า OTOP ในจังหวัดชลบุรี

Abstract

The purposes of this study were: (1) to study characteristic of the OTOP producers (2) to study the marketing mix of the OTOP producers ; and (3) to find the marketing problem of the OTOP producers in Chonburi Province. This study was survey research the population was 402 OTOP producers in Chonburi Province. A total of 203 OTOP producers were defined recording to Taro Yamane Formulas and by stratified random sampling. Tool used to collect data was a questionnaire. The data were analyzed by using descriptive statistics at percentage, mean and standard deviation. The result showed that: (1) the OTOP producers, mainly women, aged 46 at least years and received primary school certificate and bachelor degree, business since 5 years and more and had registered as a OTOP Community Product without stars; (2) most products focused on product at the high level in uniqueness and local wisdom at selling point by handmade while on pricing, distribution and included marketing promotion at the low level.;(3) marketing problems product. the lack of product development and new products design, price most of then did not study competitors; distribution these were no business partners and network; marketing promotion most producers did not pay attention to public relations and internet sale