Antecedent Factors for the Success in Processed Rice Product Development

Abstract

The Thailand 4.0 Policy focuses on the development of processed food industry by applying advanced technology in rice production and processing. Through this practice, rice can be processed into food or various products, resulting in new innovations from rice products. The objectives of this research were to study: 1) levels of success of processed rice product development; 2) factors influencing the success of processed rice product development; and 3) a model for the success of processed rice product development. This research employed a mixed research methodology combining quantitative and qualitative methods. For the quantitative research part, the research sample consisted of 400 people residing in Bangkok, Nakhon Pathom, Ratchaburi, Chonburi, Chiang Mai, Udon Thani and Phang Nga Provinces. They were selected via multi-stage sampling. The sample size was determined based on the criterion of 20 times the observed variables. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 30 key informants who were entrepreneurs of rice processing businesses. Data were analyzed with content analysis.The findings showed that: 1) the success of processed rice product development were rated at a high level in overall; 2) knowledge had the greatest direct influence on the success of processed rice product development, followed by government policies and knowledge management whereas related stakeholders had an indirect influence, and the model conformed with the empirical data; and 3) the  model for the success of processed rice product development consisted of: (1) the application of innovations, obtaining a certification demonstrating that the products had been certified with specified standards, and having competitive advantage in the global market; (2) the processed products being of high quality as well as being safe and environmentally friendly; and (3) modern technology used in the development of processed rice products perfectly responding to consumers’ needs. These research findings are beneficial for the government sector as they can be used as a guideline in determining policies for the promotion of cooperation in the development of rice-related innovations. Moreover, the findings can also serve as a guideline for the private sector in developing food processing procedures and rice production in order to enhance the potential of international trade