The Adaptation of Business Strategies for The Survival of The Pottery Business in The Central Region

Abstract

This research aimed to: 1) study personal factor and the characteristics of pottery entrepreneurs in the central region; 2) study the adaptation of business strategies for the survival of pottery business in the central region; 3) compare the business strategies of the pottery business, classified by personal factors; and 4) study the relationship between the characteristics of the pottery business owners and their ideas to keep the business survived in the market. This research was descriptive research. Sampling of 236 pottery business owner in central of Thailand. The research method was a questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, t-test, One-Way ANOVA and Pearson's correlation coefficient. The research findings were as follows: 1) most of the samples were female 55.08%, age 20-40 years 71.19%, marital status 44.49%, bachelor's degree 54.24%, business experience 4 - 6 years 51.27%, and monthly income 15,001 - 30,000 baht 59.75% and characteristics of the overall pottery entrepreneurs in the central region is in a high level. The highest average values are rank from responsibility for business, followed by the drive to be success. The lowest average value is risk taking; 2) the overall of the adaptation of business strategies of pottery business in central region is in a high level. The highest average value is innovation, and to control the cost (lower the cost). The lowest average value is to create an outstanding point in market competition; 3) The pottery entrepreneurs in the central region of Thailand with different ages, status, and educational levels have different idea of creating business strategies; and 4) In overall, pottery business owners in central region of Thailand have positive idea and ability toward the adaptation of business strategy for survival.