Development of OTOP Entrepreneurs: Non-Food Herbal Products Group of Pattani Province

Abstract

The study was to set guidelines for the development of OTOP entrepreneurs in non-food herbal products. Data were collected through SWOT analysis, Thai Community Product Standards (TCPS) testing and marketing test by in-depth interviews, a questionnaire, and record form. The samples was 30 groups in level D entrepreneurs totaling 309 persons were selected by Department of Science Service. The statistics used average, percentage, t-test, one-way ANOVA with a statistical significance of 0.05. The study found that the guidelines for development consist of 3 facets: production process, product quality, and marketing. The highest average was marketing (x̄ = 4.70) in the branding and labeling (x̄ = 4.80), followed by product quality (4.64) in the preparation for TCPS testing (x̄ = 4.98), and production process (4.19) in science, technology and innovation to production standards (x̄ = 4.89). When classified by income, there were different average of development needs significant at 0.05 level.