KNOWLEDGE-DERIVED ROLES IN DEVELOPING OTOP PRODUCTS OF ENTREPRENEURS IN QUADRANT D AT PRACHUAP KHIRI KHAN PROVINCE

Abstract

The purposes of this study were to explore knowledge-derived roles in developing OTOP products of the entrepreneurs in Quadrant D at Prachuap Khiri Khan Province; investigate the relationship between entrepreneurial motivation and knowledge-derived roles in developing OTOP products among the entrepreneurs of Quadrant D; compare knowledge-derived roles among the entrepreneurs of Quadrant D in Prachuap Khiri Khan Province by district, and examine problems as well as offer suggestions to improve the knowledge-derived roles among the entrepreneurs of Quadrant D. This study employed a quantitative design. The sample included 224 OTOP entrepreneurs of Quadrant D in 2018. Data were collected with questionnaires and statistically analyzed using frequency, percentage, mean, standard deviation, Pearson correlation coefficient, one-way ANOVA, Scheffe’s pairwise comparison, and LSD. Results revealed that the knowledge-derived roles of the entrepreneurs in Quadrant D on product development were high with a mean score of 3.70; entrepreneurial motivation was positively correlated with the knowledge-derived roles of the entrepreneurs in Quadrant D on product development; the knowledge-derived roles of the entrepreneurs, by district, were different at the .05 significance level, and the key problems were the roles from the knowledge of product quality standards, product development, marketing, and distribution, whereas the suggestions called for training provisions to maintain continuous skill development, support to product designs by incorporating locally unique identities, and facilitation of online distribution channels for the entrepreneurs.