Consumers’ Perceived Value of One Tambon One Product (OTOP) Thai Handicrafts Preserved Flowers in Glass Innovation in Relation to Decision-Making

The goals of this study are to enhance Thai handicrafts, especially, the preserved flowers in glass innovation as well as the OTOP brand by conducting a quantitative research to investigate this new market segment of the flower industry in Thailand for small enterprises or startups. The research's objectives are to examine the relationships between consumers’ product perceived value and their decision-making to predict what the salient determinants with respect to the product perceived value dimensions influence consumers’ decision-making to buy the preserved flower in glass innovation. Additionally, the comparisons of mean differences between the groups of purchase interest reasons, which reflect the decision-making styles, and each group dimension of product perceived value are investigated. A survey approach using a self-administered questionnaire was employed to collect data. The findings suggest that small enterprises should intensively focus on developing consumers’ perceptions of the three aspects of product perceived value with respect to the quality value, the social value, and the convenience value. These dimensions of perceived value are indicated to be important factors for consumers’ willingness to possess the preserved flowers in glass innovation products.