Chomthong Hand-Made Cotton and Value-added Approaches for Product Enhancement in the Modern Market: A Qualitative Research
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Abstract
This research studied the background and context of the woven Chomthong hand-made cotton in Chiang Mai province, explored the ways to create added value and enhancement, and guiding the woven Chomthong hand-made cotton to be efficiently competitive in the digital modern market. It is a qualitative research was conducted by collecting data through a documents and field work; in-depth interviews and group discussions. It is found that most entrepreneurs do not collect data on customers’ needs and priorities, not categorize their customers, not encourage to change product styles, not testing the market, not producing a package that's suitable for the product, and not creating and communicating the product identity that reflect the community’ story to an international level. Moreover, the entrepreneur did not prioritize to create a modern brand image. Even though, there are new inventions and innovations, it is being slowly featured because the limitations in knowledge and funding sources for using technology. This is a barrier towards creating added value and development. The suggestions consist of entrepreneurs must preserve the legacy of their knowledge and create it as an identity, government agencies and network partners must provide assistance, promote, and support relevant and essential resources, and supply chain should develop for operators to functioning with external partners, so they can work seamlessly together.
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