Efficient Means of One Tambon One Product (OTOP), Food Distribution in the Mid-Northeastern Area

Abstract

The purposes of this research were: 1) to study the current condition of One Tambon One Product (OTOP) product distribution in food category in the central northeast area, 2) to analyze important factors influencing the efficient distribution of products from (OTOP) products, 3) to propose guidelines for effective product distribution of OTOP products in the food category in the northeastern area. It was a mixed method research study.  For the quantitative phase, the research tool was a set of questionnaires requesting the cooperation of 400 consumers and 50 four–five–star entrepreneurs.  The samples were selected by purposive sampling.  For the qualitative phase, three administrators and four experts were interviewed by means of an in-depth interview.  The statistics applied in the data analysis were frequency, mean, and standard deviation, including the SWOT analysis and the exploratory factor analysis. 
The research results show that: the 16 factors affecting the means of OTOP distribution in terms of food in the mid-northeastern area specified by the administrators and the four-five-star entrepreneurs are the inbound logistics, operations, outbound logistics, marketing and sales, service, procurement/purchase, research and development, human resource management, infrastructure, strategies, structure, operation systems, personnel, skills, administrative styles, and shared values.  The SWOT and exploratory factor analyses could explain the variance at the percentage of 83.347.  The essential four factors to determine the effective means of the OTOP, food distribution are “SPA S M E" standing for 1) Strength, Portage, Adaptation; 2) Supervision; 3) Marketing; and 4) Elaboration.