The Community Product Development towards OTOP Premium of Herbs Community Enterprise Group, Nakorn Prathom Province

Abstract

The objectives of this research were: 1 ) to analyze the potential of herbal community enterprises in Nakhon Pathom Province; 2 ) to identify problems in the development of local products to become O-Top Premium of herbal community enterprises in Nakhon Pathom Province; 3) to propose development guidelines. Local products to become OTOP PREMIUM of herbal community enterprises in Nakhon Pathom Province. This research is a combined research method. The population quantitative research consisted of 124 community enterprise management committee members. Data were collected by questionnaires, and analyzed using basic statistical values such as frequency, percentage, mean and standard deviation. For qualitative research: Key informants are government policy leaders on community enterprises and OTOP product development, a total of 23 people, collected data using in-depth interviews. The data were analyzed by thematic analysis. The results showed that 1. The herbal community enterprise group in Nakhon Pathom Province had a moderate level of overall potential; 2. the herbal community enterprise group in Nakhon Pathom province still had problems in production. product development and packaging Environmentally friendly production Finance and Accounting human resources, marketing, and creativity and creating added value; 3. guidelines for developing local products to become OTOP premiums. Of the herbal community enterprise group in Nakhon Pathom province, the relevant agencies, both the government, the private sector, and the community enterprise group, must integrate for development in seven key areas: production, product development and packaging, environmentally friendly production, human resources management, marketing, finance and accounting, and creativity and innovation.