Value Creation of Jasmine Rice for Export Business

Abstract

The objectives of this research were: 1) to study the level of value creation of jasmine rice; 2) to study the influence of government policies, storage innovation, marketing, and quality of jasmine rice on the value creation of jasmine rice; and 3) to create guidelines for creating value for Thai jasmine rice. A mixed research methodology was used. In the quantitative research, the sample group of representatives of jasmine rice exporters consisted of the members of the committee who were at the manager level and officials involved in the export of jasmine rice for more than  two years who were registered jasmine rice exporters of 194 companies, and the total number of the sample was 340 people. Questionnaires were utilized as measurement instruments to gather quantitative data from the sample population. Qualitative data were taken from an in-depth interview with representatives from 15 stakeholders for three groups, including government, exporters, and consumer representatives. Quantitative data were taken from a total of 340 respondents and were analyzed using descriptive statistics and inferential statistics through Structural Equation Modeling from statistical analysis.

The research findings indicated that: 1) the highest score levels were obtained from the overall level of value creation of jasmine rice and storage innovation, which was at the highest level, and it was followed by the quality of jasmine rice, the government policy, and marketing. 2) The marketing, government policies, quality of jasmine rice, and innovative storage, respectively, had the influence on the creation of jasmine rice value. 3) For the guidelines for creating the value of jasmine rice, the government should promote innovation in the export process by considering its outstanding quality and unique identity that can compete in the global market.