ACHIEVEMENT FACTORS OF THE RICE TRADE BUSINESS AT KAMPHAENGPHET PROVINCE

Abstract

The objectives of this research were to develop grounded theory on key success factors of the rice trading center business in Kamphaeng Phet province, to study the process of operating the rice trading center business in Kamphaeng Phet province, and to study the guidelines to improve the performance of the rice trading center business in Kamphaeng Phet province. This study was a qualitative research. Key informants were rice trading center operators in Kamphaeng Phet province. They were a theoretical sample because these people had knowledge, understanding and expertise in this business. Data were collected through In-depth Interview. The sample was selected based on the purposive sampling and snowball sampling. The research considered data saturation when obtaining 8 samples. Content analysis was used to analyze data. Data were validated by Triangulation. The results of this research indicated that based on the interviewees’ attitudes, key success factors of the rice trading center business in Kamphaeng Phet province included 1. Honesty, 2. Learning and adaptability, 3. Capital management and financial planning, 4. Attention and commitment, 5. Connection, 6. Psychology of speech and Interaction with customers, and 7. Personnel management. From the attitude of the interviewees, the success of the rice trading center business consisted of 1. Sustainable business operation, 2.business operation without obligation and satisfactory profit, and 3. Business operation that belongs to market mechanism. Current issue in Operating rice trading center business of 1. Rice purchase without moisture quality measurement, 2. Rice purchase and payment by cash, and 3. Price as a factor influencing decision making to sell rice. The guidelines to improve the business included as follows: From the attitude of the interviewees, the external environment problems included 1. High competitiveness and price war, 2. Government sector intervention in the market mechanism, 3. Price volatility 4. Truck weight limit law, and 5. Current communication technology. From the attitude of the interviewees, the internal environment problems included 1. Human resource management and increasing work skills for employees, 2. Transportation problems and reduced risk of accidents, 3. Truck scaling, and 4. Sufficient number of trucks.