Tokyo Japan May 28-29, 2018, 20 (5) Part XXVII Community Product Development of Basket Handicraft-Bag , Patsara Sirikamonsin

 King's initiative to carry out the project to promote the Abstract—The purposes of this study were (I) to study profession which was the basic wisdom of the community. It development guidelines of community product which was basket was an important supplement to the people and the handicraft-bag of Ang Thong province; (II) to study consumer beginning of the great auspiciousness of 30 years of Baan demand for the community of basket handicraft-bag products of Yang Thong Handicraft Village for developing the Ang Thong province. Data were collected via group interview of the community of basket handicraft-bag and consumer in order to wickerwork into the international export later. obtain information related to product development guidelines in In 2003 there was a group of bamboo basketry line with consumer demand. The study revealed that development which registered with the Community Development Office, guidelines of community product which was basket handicraft-bag Pho Thong District. They had been producing and of Ang Thong province caused by the demand of consumers distributing bamboo basketry products until it could be changed by the era which made community of basket handicraft- exported to foreign countries. In 2005, they stablished a bag products of Ang Thong province might develop community products to be novel, stylish and accessible. The consumer demand community enterprise. It was registered with the for the product came from the need to consume goods that are like Agricultural Office, Pho Thong District has operated the local symbols. Most of them were foreigners and tourists. The bamboo basketry production, distribution business and advantage of this research was that it would lead to policy souvenir shop. implementation and the development of basket handicraft-bag From the survey of the problems of basketry group, community products of Ang Thong to meet the needs of it was found that the group had problem on marketing and consumers. developing products. Therefore, the researcher realized the

importance of developing products for Ang Thong Keywords—Community product, product development, basket handicraft-bag, business research. community in order to use natural resources for sustainable economic benefits, to develop products to meet the needs of I. INTRODUCTION the market as well as to be strong and potential in the future. HAILAND is a developing country. The government Objectives T aims to promote and support the development of quality 1. To study the development of Ang Thong’s of life by making a career for people in the community community products. which is the necessary foundation of the national economy 2. To study consumers' demand for Ang Thong’s [1]. community products. Handicraft Wicker is the local wisdom of the Ang Thong community which is important to life from the past to these II. LITERATURE REVIEW days. Handicraft wicker is one example that shows the wisdom of the local people which can be applied in the A. Consumer Behavior Concepts community as an equipment in everyday life being useful Behavior refers to the act or expression of a person for living. who responds to a mental stimulus and what the outside Making wicker has inherited from the ancestors. Those stimulation by doing is unknowable[2]. It may be desirable days, woven baskets were made to be used in everyday life, or unwanted behavior even if someone can observe the such as baskets for trapping animals then it was adapted for action. It can be use test tools in addition, the study of modern use such as bags, etc. Geography of the community consumer behavior, there are also studies on the motivations is bamboo forest. It is a very valuable source of raw for purchasing decisions which called Consumer Behavior Model begins with the stimulus that drives demand for the materials and beautiful and complies with the need to find buyer's black box which is virtual as black box that and accumulates more woven basketry. It is an important manufacturers or sellers cannot predict. The buyer's mood is factor supporting the community of basketry bag which influenced by the characteristics of the buyer, then there are made the community retuning to develop patterns and the buyer's response or the decision[3]. neatness for various types of wicker by the time off from farming and gardening. In 1976, the Mae Nam Noi communities received royal B. Product Development Theory gratitude from His Majesty the King and Her Majesty Queen Product development refers to product used for Sirikit at the time of the visiting the people who suffered business[4]. It may be a product with a new concept or some from drought at Khun Inthapramul temple His Majesty the changes in the product or an already existing product change then it must be effective for maximize product satisfaction

of consumers that should be more satisfying consumption of Patsara Sirikamonsin is with the Department of Management for Information System for Business, College of Innovation and Management, the original product or may be the offered original product Suan Sunandha Rajabhat University, 1 U-thongnok Road, Dusit, Bangkok, in new markets[5]. Thailand (e-mail: [email protected]).

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Tokyo Japan May 28-29, 2018, 20 (5) Part XXVII Nowadays marketing conditions is very product development and consumer demand for community competitive. The advancement of technology is very rapid. products of And Thong for getting consumer behaviors and Many new products in the market are happening fast and leading to de appropriate marketing mix. It had done as fast obsolete. As a result, the product life cycle is following; shortened[6]. How will the product be in the market? it is A. Demographics and sample selection. essential to be a "new" different product from the original product already sold in the market. It can meet the needs and The populations used in this study were people and more satisfied consumers[7]. tourists in Bang Chao Cha, Pho Thong District, Ang Thong There were 3,333 population and 1,500 tourists. C. Product Design Theory Research samples Design is one of the creative processes of human, it This research uses sample design by calculating is characterized by elements of theories and materials as a sample size 4,833 people, based on the Taro Yamane raw material for creativity to meet the needs of daily living, formula. to solve a physical problem or to develop a living human quality to be higher than ever. N n  Design means to have a procedure plan, know how 1 Ne2 to use materials and methods to meet the characteristics, styles and properties of each material. The creative elements that are both 2D and 3D together with the principles of n = sample size design elements mixed together then aware of useable and N = population size beauty which is an important feature of the design. The e = error value of random sampling, the value is design is human art that results from creating of beauty and 5% (.05) meeting the physical benefits to human[6]. Product design is the basis of the business because the design will affect the The sample size was 369 persons. The researcher survival of the operator and determine marketing approach selected the sample using 2 steps as follows: 1. Sample to the target. selection: Proportional Stratified Random Sampling The sample size of the sample was 369 persons. The population D. Wicker basket community of Ang Thong. was divided into two groups: population in the area and Wicker Crafts Bang, Chao Cha, Pho Thong tourists. The proportion of random samples was shown in District, Ang Thong is a famous handicraft of bamboo Table 1. woven basket with delicate from the process of chopping Table 1 the population and sample size. wood sharpener with sharp knife. Each thread is polished Population A number of A number Calculating around the container, both small nails and large wires tied population of samples with rattan until became the product which result from the wisdom and craftsmanship of the villagers on the basis of Local 3,333 people 254 (369*3,333)/4,833 agriculture on the fertile land. Villagers woven household population products such as Krajad, Kradong and Krabung and tools for Tourists 1,500 people 115 (369*1,500)/4,833 daily life using such as equipment for trapping aquatic. Most Total 4,833 people 369 of the wicker products are made from bamboo. This is a folk The population was divided into two groups: population in material that has been used for hundreds of years around the the area are 69 percent and tourists are 31 percent as shown community since the past by changing the way people live in the Figure1. today, wisdom is beginning to fade away over time but in some areas, there is still inheritance to preserve these wisdom.

Wicker Crafts Bang of Chao Cha is divided into 2 groups as; 1. The wicker is a type of work that is less common or common tasks such as Takra, Krabung and Krajad , etc. It is a traditional production but it may be smaller due to the change in lifestyle, the present wicker basket has become less demanding. The production is focused on consumers to buy as souvenirs. The price is not high. It also takes less time to produce. 2. The wicker is a kind of exquisite work such as teapot, handbags, etc. These products are manufactured finely, meticulously and take a long time. Each step is carefully elaborated and using a small chopsticks. Manufacturers require expertise and high patience. The price is high due to the difficulty of the work. Figure 1 percent of population and sample size. III. METHODOLOGY B. Creating research instruments. This research was a qualitative research to study In this study, the researcher used a questionnaire as

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Tokyo Japan May 28-29, 2018, 20 (5) Part XXVII a tool to collect data to sort the content of the query to cover also found that a group of consumers who are most the required information. It was divided into 4 sections. interested in the products of the machine was a tourist Part 1 A questionnaire about demographic data of groups because the place is around. The reason for choosing questionnaire respondents with 5 questions: gender, age, the product was the most was for souvenirs and collectors. occupation, income and education level. Factors affecting on purchasing product were found that Part 2 deals with the marketing mix, which was customers focused on the unique product delicate from the based on Kotler, Philip 's marketing mix theory, as a process of chopping wood sharpener with sharp knife. Each guideline for creating questions to measure the sample' s thread is polished around the container, both small nails and opinions[8]. The questionnaire was a Likert Rating Scale. It large wires tied with rattan until became the product which gave scores on what was being measured. The rating was result from the wisdom and craftsmanship of the villagers on divided into 5 levels. the basis of agriculture on the fertile land. In the service Part 3: Questionnaire on purchase behavior based sector, consumers valued the seller with good service, be on consumer behavior analysis and Kotler, Philippe 2003 courteous and polite. For price, customer emphasized on consumer behavior model[9]. reasonable price. In the field of product development, Part 4 questions about consumer purchasing product design consistent with the identity of the community decisions. The consumer behavior model was a guideline for materials with variety and modern shape. It should be creating a questionnaire[10]. outstanding and can attract more consumers also be used in other ways. In addition, the offer from further research was C. Collecting Data product information or product knowledge in Thai and This research is a survey method to study the English in order to make Thai and foreign tourists to product development and consumer demand for Ang understand the history of the product. Thong’s community products. D. Analysis V. DISCUSSION AND CONCLUSION Analyzing data from the satisfaction questionnaire Handicraft Wicker is the local wisdom of the Ang from the sample by the average percentage and standard Thong community which is important to life from the past to deviation. these days. Handicraft wicker is one example that shows the wisdom of the local people which can be applied in the Average community as an equipment in everyday life being useful for living. Making wicker has inherited from the ancestors.  X Those days, woven baskets were made to be used in X  everyday life, such as baskets for trapping animals then it N was adapted for modern use such as bags, etc. X  Average rating To develop community products as a self-reliant, the key was knowing the potential of the community,  X  The sum of the scores bringing resources of the community to make benefit by N  Amount analyzing oneself to see strengths, weaknesses, obstacles, Standard Deviation and possible opportunities. This leads to a product (X- X) development approach. The development of the product had S.D.  two parts: 1. the development of the product model might be N outstanding, up-to-date and a have variety to meet the S.D.  Standard Deviation consumer with the difference of living. 2. Preserving the identity of the luggage bag, which was at the key of the (X- X)  The sum of scores minus the Average product consumption, was like a local symbol. rating Amount VI. ACKNOWLEDGMENT The author would like to thank the Research and IV. RESULTS Development Institute, College of Innovation and Based on interviews with the main target Management, Suan Sunandha Rajabhat University, population for community product development, now era Bangkok, Thailand for financial support. has changed. The popularity of the product is always changing Nowadays marketing conditions is very REFERENCES competitive. The advancement of technology is very rapid. [1] Pimploi T. The Design and Applied of Learning Management System Many new products in the market are happening fast and via Social Media on Internet: Case Study of Operating System for fast obsolete and the bag was not a modern look. It was not Bussiness Subject. International Journal of Social, Behavioral, as popular with consumers as it should be. 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Tokyo Japan May 28-29, 2018, 20 (5) Part XXVII Vol:10, No:1, 2017 [4] Chayanin Wangtan* and Rakchanok Inchan. The Development of Paper Made from Bagasse: A Study of Baan Pakopattana, Dongmada, Mae Lao, District, Chiang Rai Province. Naresurn Research Conference, No.13 ,P.916-925. [5] Pannat Tanaspansarrat and Chantana Suratsawadee. The Model Development of the Community Products by Participatory Action Research Method Case Study : Household products of Baan Khlong Dua Pattana in Tha Manao, Chai Badan, Lopburi Province. Area Based Ddevelopment Research Journal. Vol:7, No:3, 2016 [6] Mccathy & Pereault, Jr. (1991). Basic Marketing. New York : Mc Graw-Hill. [7] Amornrat Anunvrapong. The Product Development Approach of Banghuosueo Community, Samut Prakan Province Following the Sufficiency Economy Philosophy. Journal Art Klong Hok. P.126-151. [8] Bunyan Chaiyasakun. (2555). Study the influence of marketing and marketing environment that affects to the marketing performance of four and five star hotels in Thailand. To prepare for entering the ASEAN Economic Community. Siam University. [9] Rapheephat Akin. (1984). Community Participation for Development in Countryside with Thai Social and Culture Conditions. Bangkok: Center for Health Policy Studies. Mahidol University. [10] Thanyamai Chiarakul. (2014). The Problems and the adaptation of OTOP to AEC. Executive Journal. The Education standard Department. Rajhapaht Instituetional office, Office of Higher.

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