Factor Affecting Elderly Consumer Buying Attitude on Thailand OTOP Product
Suwattanarwong Phanphet1, Narong Sukprasert2, Ratanaree Suttipong3, Athiwat Wangmai4, Wichai Chattinnawat5
1Suwattanarwong Phanphet, Department of Industrial Technology, Faculty of Science and Technology Chiang Mai Rajabhat University.
2Narong Sukprasert, Department of Industrial Technology, Faculty of Science and Technology Chiang Mai Rajabhat University.
3Ratanaree Suttipong, Department of Industrial Technology, Faculty of Science and Technology Chiang Mai Rajabhat University.
4Athiwat Wangmai, Department of Industrial Technology, Faculty of Science and Technology Chiang Mai Rajabhat University.
5Wichai Chattinnawat*, Department of Industrial Engineering, Faculty of Engineering, Chiang Mai University.
Manuscript received on September 20, 2019. | Revised Manuscript received on October 15, 2019. | Manuscript published on October 30, 2019. | PP: 942-946 | Volume-9 Issue-1, October 2019 | Retrieval Number: A9437109119/2019©BEIESP | DOI: 10.35940/ijeat.A9437.109119
Open Access | Ethics and Policies | Cite | Mendeley
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: One Tambon One Product (OTOP) is a local entrepreneurship stimulus program designed by Thailand and has been initiated since 2001. This OTOP program aims to support locally made, marketed products of each of Thailand’s 7,255 tambons (sub-district). This product has been inspired from One Village One Product (OVOP) program of Japan and has been successfully used as economic enabler to the local enterprenures. This research aims to expand the OTOP product into the elderly consumer segment which is presently becoming the greater proportion. This research conducted extensive and systematic focus group and survey on elderly consumers and used the ordinal logistic regression analysis to identify the factors which will be used as design quality and concepts for designing and marketing the five major groups of OTOP products. The overall summary indicates that out of the 1,275 elderly, only 427 (43%) are currently prefer and have strong attitude to buy the existing OTOP product. The odds ratio were used as measure of buying opportunities. The results of analysis indicate that gender and occupation of elderly greatly affect the odd ratio and used to define the product concepts. We also found that female under 70 years old have stronger chances to buy the OTOP product comparing with male. Based on the analysis, the age of consumer seems to have stronger relationship with the buying opportunity than the gender. Hence the age of the consumer that is less than 70 years are the vital factor when designing the OTOP productd.
Keywords: OTOP, Logistic Regression, Consumer Factor.