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Differentiation Strategy for Competitive Advantage of Ceramics OTOP in the Lower Northern Region of Thailand |
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| รหัสดีโอไอ | |
| Creator | Sarawana Sangsuk |
| Title | Differentiation Strategy for Competitive Advantage of Ceramics OTOP in the Lower Northern Region of Thailand |
| Publisher | Graduate School;Nakhon Sawan Rajabhat University |
| Publication Year | 2557 |
| Journal Title | SOCIAL SCIENCES RESEARCH AND ACADEMIC JOURNAL |
| Journal Vol. | 9 |
| Journal No. | 26 |
| Page no. | 43-60 |
| Keyword | Differentiation Strategy, Competitive Advantage,Ceramics OTOP |
| ISSN | 2408-1647 |
| Abstract | The purposes of this research were to study 1) the levels of attitude and satisfaction of ceramics OTOP consumers on differentiation as well as competitive advantages of ceramics OTOP; 2) the levels of influences of factors that caused differentiation strategies as well as competitive advantages of ceramics OTOP; and 3) the levels of influences of factors that caused products differentiation of ceramics OTOP. The research applied mixed method. The sample group used for the qualitative research comprised 6 ceramics OTOP entrepreneurs in the lower northern region of Thailand. Also, those used for the quantitative research comprised 444 ceramics OTOP consumers in the lower northern region of Thailand, selected by way of convenience sampling. The data collected was analyzed by means of Structural Equation Modeling: SEM. The findings showed that: 1. The levels of attitude and consumer satisfaction with ceramics OTOP in the differentiation (in terms of products, persons, image, and distribution channels) of the competitive advantage of ceramics OTOP were at high and medium levels. 2.The competitive advantage were directly influenced by person differentiation, image differentiation and the distribution channel differentiation respectively, but product differentiation had no effect on the competitive advantage. 3.Product differentiation was directly influenced by person differentiation and image differentiation respectively. |
