แนวทางการปรับตัวในวิถีถัดไปของผู้ประกอบการธุรกิจผลิตภัณฑ์อาหารทะเลแห้ง จังหวัดสมุทรสาคร

Abstract

       The research study aims to: 1) study the operating conditions of entrepreneurs in dry seafood products business in Samut Sakhon; 2) To study the approaches for adaptation in the next normal of entrepreneurs in dried seafood products business in Samut Sakhon Province, and 3) to compare the approaches for adaptation in the next normal of dried seafood business operators in Samut Sakhon Province classified by business operators' operating conditions. The population is 184 entrepreneurs of dried seafood products stores in Samut Sakhon Province. The research tool was the questionnaire. Statistics used in data analysis were frequency, percentage, mean, standard deviation and one-way analysis of variance.
       The results of the research were as follows: 1) the operating conditions of dried seafood business operators in Samut Sakhon province found that most businesses were located in the district and provincial markets and have been in business for a period of not more than 10 years. The entrepreneurs earn incomes from selling dried seafood products per month less than 100,000 baht. Their customers are tourists and their businesses are supported through promotional policies and economic stimulus, such as the “50:50 co-payment scheme”, “We travel together.” and “Tour around Thailand Project”. The most sold dried seafood products are squid such as dried squid/shredded squid/shredded squid/stretched squid/ladybug squid/squid roe/ cuttlefish /squid tentacles /eye squid/ crispy squid with spicy coated. 2) Guidelines for adaptation in the next normal of business entrepreneurs in dried seafood products in Samut Sakhon Province as a whole found that entrepreneurs gave importance to a high level. When considering the adaptation guidelines in descending order, it was found that the aspect with the highest average were raw materials and dried seafood products, followed by sales and distribution channels, and the least was technology and 3) to compare the approaches for adaptation in the next normal of dried seafood business operators in Samut Sakhon Province classified by the operating conditions of business operators. It was found that entrepreneurs who differ in the location of the business, the duration of the business, income from sales of dried seafood products per month, support from government policies and types of dried seafood that sold the best. They had given importance to the next normal way of adaptation in the dried seafood product business in Samut Sakhon Province, with a difference of statistical significance at the .05 level.