A STUDY OF DIFFERENCES BETWEEN PRODUCER AND CONSUMER GROUPS REGARDING PRODUCT PUBLICITY IN ONE TAMBON ONE PRODUCT CASE STUDY HAND WOVEN SILK PRODUCT OF SA KAEO PROVINCE

Abstract

This research aims to compare the differing factors between producers and consumers regarding the product public relations of One Tambon One Product. The case study focuses on hand-woven silk products from Sa Kaeo province. The sample groups used include members of the entrepreneurial community, customers, and individuals interested in hand-woven silk products. Data was collected using a questionnaire as the primary tool through an online survey conducted from June 1st, 2023, to August 31st, 2023, resulting in a collection of 150 sets. The statistics used to analyze the data consist of descriptive statistics, including percentages, averages, and standard deviations. The relationship between variables was tested using a comparative method among variable groups. The analysis employed Chi-square to categorize based on factors related to communication channels and perceptions of information received from the product public relations of hand-woven silk products.

This research results revealed that factors related to communication channels through social media significantly influence product public relations. Moreover, regarding the perception of product information, respondents had varying opinions on product public relations. These differences included perceptions regarding product reliability, price perception, and the perceived distinctiveness of the product. This suggests that the One Tambon One Product group specializing in hand-woven silk in Sa Kaeo Province needs to enhance their products to align better with public relations requirements. Such improvements could consistently impact the sales of hand-woven silk products over time.