GUIDELINE FOR THE DEVELOPMENT OF OTOP AND BRAND PRODUCT TO INTERNATIONAL STANDARDS CHIANG RAI PROVINCE
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Abstract
This research aims to analyze the problem of Chiang Rai OTOP pros=ducts in terms of product development by using research and development process, and to connect the product market with the brands in order to receive the international standard for product development. The samples in this study were 20 products, divided by 5 product groups, consisting of 7 products from food group, 4 products from beverage group, 4 products from clothing group, 4 products from instrument and souvenir group, and 1 product from non-food herbs group. The sample group was obtained though the survey of product potential and entrepreneur's interest using research and development process. A quality method was implemented to find out the research results. This research is conducted by using the methodology of qualitative research which consisted of focus group discussion, rural system analysis, a topic related literature reviews and in-depth interviews, and participation observation. The researchers used the entrepreneur's knowledge development process to understand the creation of products that meet the needs of consumers in the international market, maintain the identity of the origin and develop the standard stipulated in the international market as a knowledge of product development and packaging. Research has shown that entrepreneurs can develop their potential to promote OTOP products and increase distribution channels and offer products to be competitive internationally.
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