Development and Increase Marketing Value for Bamboo Woven Products of Community Enterprise in Phan District, Chiang Rai Province
DOI:
https://doi.org/10.55164/ecbajournal.v16i4.267186Keywords:
Product development, Product value addition, Bamboo woven productAbstract
The objectives of this research were to: 1) study opinions of marketing mix factors on consumer purchasing decisions for bamboo woven products, 2) explore the relationship between consumers’ perceptions of these factors and their buying behavior when selecting different types of bamboo woven products, and 3) develop a plaited bamboo strip pressing machine to enhance production efficiency by reducing lead time and increasing output during material preparation. The data were collected from two sample groups: 1) a qualitative sample of at least 23 representatives of community enterprise members from Ban Mae Aor Nai Bamboo Weaving Group, and 2) a quantitative sample of 400 Thai consumers who had ever bought or used handicraft wicker products. Qualitative data were analyzed using content analysis, while quantitative data were summarized using descriptive statistics (frequency, percentage, mean, and standard deviation) and the chi-square test for inferential statistics. The findings revealed that the overall importance of the marketing mix factors, as perceived by respondents, was at the highest level ( =4.32, S.D.=0.121). When considering each aspect, the importance of marketing promotion factor was at the highest level (
=4.40, S.D.=0.023). Additionally, a statistically significant correlation (p < 0.01) was found between consumers’ perceptions of marketing mix factors and their buying behavior when selecting bamboo woven product types. Moreover, the development of the plaited bamboo strip pressing machine resulted in a 50% reduction in pressing lead time and increased output for material preparation. This improvement can serve as a guideline for community enterprises to enhance product quality, standardization, and marketing strategies to better meet customer needs.
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