Value Added,Competitive Development,Product Development and Philosophy of Sufficiency Economy for Sustainable Marketing of Premium OTOP Hyacinth Product

Abstract

Abstract

This research aims to study the effect of philosophy of sufficiency economy, value added, product development, competitive development on sustainable marketing of Premium OTOP hyacinthproduct.By using quantitative research. Data were collected by questionnaire from 400entrepreneurs who produce premium OTOP products from hyacinth, representative and members of OTOP hyacinth in Nakhon Pathom, UdonThani, Chai Nat, Nakhon Sawan, and Bangkok. Structural equation modeling was used to analyze this data. the findings reveal thatvalue added had the overall effect  on sustainable marketing of Premium OTOP hyacinth product.as the highest, and then, philosophy of sufficiency economy competitive development, and product developmentrespectively.