FACTOR ANALYSIS OF GUIDELINES FOR DEVELOPING PRODUCTS FROM PHU-AKHANEE CLOTH

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รินทร์หทัย กิตติ์ธนารุจน์
พรนภา ทะยะ

Abstract

This study aimed to analyze components of guidelines for developing products from Phu-Akhanee cloth. The research sample consisted of 400 tourists who came to visit tourist attractions in Buri Ram province, obtained by accidental sampling. The employed research instrument was a questionnaire composing of four parts. The statistics employed for data analysis were the frequency, percentage, mean, standard deviation, and exploratory factor analysis using principal component analysis (PC) and orthogonal rotation by Varimax method.


The research revealed that the analysis of 14 component factors of guidelines for developing products from Phu-Akhanee cloth resulted in having the Kaiser Maiyer Oltin (KMO) value of 0.855, and the chi-square (gif.latex?X^{2}) value of 4266.097. Regarding results of the principal component analysis, and orthogonal rotation by Varimax method, it was found that there were four components, with the range of Eigen value at 1.128 - 6.848, and cumulative variance value of 79.480 percent. When each component with more than 0.30 of weight value was considered, all four components could be employed. The four components were as follows: Component 1 was the features of products from Phu-Akhanee cloth; Component 2 was the sale management; Component 3 was the public relations; and Component 4was the price of products from Phu-Akhanee cloth. Furthermore, from the study of the model of processing products from Phu-Akhanee cloth to comply with the consumers’ needs, it was found that the products were focused on a group of apparel, especially the product of shirts with prices at the range of 101 - 300 baht.

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กิตติ์ธนารุจน์ร., & ทะยะพ. (2019). FACTOR ANALYSIS OF GUIDELINES FOR DEVELOPING PRODUCTS FROM PHU-AKHANEE CLOTH. Panyapiwat Journal, 11(3), 178-187. Retrieved from https://so05.tci-thaijo.org/index.php/pimjournal/article/view/232485
Section
Research Article

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