The Value- Added of Silk Products by Community Enterprise Groups in Khon Kaen Province

Abstract

          The objectives of this study were 1) to analyze factors influencing on the value-added of silk products by community enterprise groups in Khon Kaen province and 2)to present the model of the value-added of silk products by community enterprise groups in Khon Kaen province. The data used in this research were collected with the questionnaires from 384 respondents who were the silk products customers. The statistics used in this research included number, percentage, mean, standard deviation and factor analysis. The results of the study revealed that 12 factors were the key factors influencing on the value-added of silk products with the KMO value of 0.959 and the variance can be explained with 68.42%.The 12 key factorsincluded1) the beauty of silk products2) the modernness of silk products satisfied customers’ needs3)the staff’s ability to present silk products 4) the placement of order via the telephone 5) the staffs with good personality and neat and clean in Thai styledress 6) the differences of wholesale and retail price 7) the product availability in department stores  8) membership discounts9) one price in all channels 10) the durability of silk products 11) the placement of order via the web site of community enterprise groups and12)  the staffs’ ability to share storytelling about each product. According to 12 factors, the researcher presented the model to five experts to criticize and it was deemed to call 1S 1E 3P, including1) Style 2) Electronic Media 3) Procurement Resources 4) Price: Member Priceand5) Place: Department Store.