Sustainable Development of One Tambon One Product in Samut Prakan Province Through Marketing Risk Management Based on The Philosophy of Sufficiency Economy Under New Normal

Abstract

         This research aims 1) To study and assess marketing risks for OTOP in Samut Prakan Province based on the philosophy of sufficiency economy under the new normal, 2) To propose marketing risk management for OTOP in Samut Prakan Province based on the philosophy of sufficiency economy under the new normal, and 3) To develop sustainable OTOP in Samut Prakan Province by managing marketing risks based on the philosophy of sufficiency economy under the new normal. This study employs a mixed-methods research design. The quantitative sample consists of 382 One Tambon One Product (OTOP) entrepreneurs from Samut Prakan Province, encompassing six districts: Mueang Samut Prakan, Bang Phli, Bang Bo, Phra Pradaeng, Phra Samut Chedi, and Bang Sao Thong. The qualitative component involves 16 key informants, comprising four groups: (1) OTOP producers or entrepreneurs in Samut Prakan Province, (2) marketing experts, (3) government officials, and (4) OTOP consumers within the province. The research instruments include questionnaires and interview protocols. The questionnaire demonstrated a reliability coefficient of 0.85 and a content validity index of 1.00 for all items. Quantitative data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, while qualitative data were analyzed using content analysis.

         The quantitative research results found that the overall risk value from the analysis of risk assessment data based on the philosophy of sufficiency economy in marketing was 4.18 which indicating a low level of risk. When considering each aspect, the average values ​​from highest to lowest were immunity, knowledge, rationality, moderation, and morality, respectively. The qualitative research results present assessment of risk management model by interviewing a group of experts which turned out that the experts recommended that the number of items in each aspect should be reduced to only 3 items, totaling 15 items, because some questions may not be answered   by the respondents, and some items can be combined into one item and to enhance appropriateness and ease of response. As for the guidelines for sustainable development of OTOP Samut Prakan Province by managing marketing risks according to the philosophy of the sufficiency economy under the new normal, the results of the interviews and focus group discussions found that there was a consensus in summary that there was a guideline for creating marketing to some extent which has not been further developed. The components of the marketing mix include product design that emphasizes brand recognition, packaging, and brand development aimed at establishing brand-related assets such as patents, trademarks, and other forms of intellectual property.