FACTORS AFFECTING THE SUCCESS OF THE U THONG HAND-WOVEN CLOTH HANDICRAFT GROUP, U THONG DISTRICT, SUPHAN BURI PROVINCE

Abstract

This research aims to 1) study the level of success, 2) examine the factors influencing success, 3) investigate problems and obstacles in operations, and 4) explore development approaches for the hand-stitched fabric craft group of U-Thong. The sample consisted of 40 participants, including 30 group members and 10 committee members. Data were collected using questionnaires and interviews. Data analysis employed descriptive and inferential statistics, including frequency, percentage, mean, standard deviation, Pearson correlation coefficient, and content analysis. The research findings revealed that the hand-stitched fabric craft group of U-Thong achieved the highest level of success. Economic factors showed a strong correlation with success, whereas management, social networks, and local culture and wisdom factors demonstrated a moderate correlation. Support from government agencies exhibited a low correlation. Identified problems and obstacles included a shortage of young labor, limited accounting knowledge, and constraints in online marketing. Development strategies comprised training in online marketing, systematic accounting practices, and establishing collaborative networks with government and private sectors to enhance the group’s competitive capacity in broader markets.