Extended AHP Approach with Latent Factor and Stratum in Prioritizing and Positioning of OTOP Thailand’s Program for Elderly Market

Ratanaree Suttipong; Suwattanarwong Phanphet; Athiwat Wangmai; Saowaluk Reungsri; Wichai Chattinnawat

doi:10.56225/ijgoia.v1i1.10

Authors

Ratanaree Suttipong Faculty of Science and Technology Chiang Mai Rajabhat University, Thailand
Suwattanarwong Phanphet Faculty of Science and Technology Chiang Mai Rajabhat University, Thailand
Athiwat Wangmai Faculty of Science and Technology Chiang Mai Rajabhat University, Thailand
Saowaluk Reungsri Faculty of Science and Technology Chiang Mai Rajabhat University, Thailand
Wichai Chattinnawat Faculty of Engineering, Chiang Mai University, Thailand

DOI:

https://doi.org/10.56225/ijgoia.v1i1.10

Keywords:

Elderly Market, One Tambon One Product (OTOP), Analytical Hierarchical Process, Thailand Program OTOP

Abstract

We proposed a modified AHP technique to prioritize and position the OTOP product for the elderly consumer market. This research developed and extended the methodology proposed by R. Suttipong to account for both latent and stratum factors. The product preferences defined as the latent factor are included in the model. This paper applied the AHP with the latent factor of product preferences inserted into the calculation. The prioritized weights are computed overall and at each stratum classified by gender. This stratum has been statistically found significant by S. Phanphet based on the large survey result of product preference and affects the latent factor of the preferences. This proposed method leads to new findings on the implementation plan to promote the OTOP product among different sectors attributed to the latent factor. This newly proposed analysis technique was used to set the strategic action plan for product development for each gender group for the northern Thailand OTOP development program. This proposed technique can justify and prioritize the group of OTOP for efficient product development.

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