Knowledge Management for Value Creation of Pha Chok of Ratchaburi

Abstract

The purposes of this research were to study the circumstance of problems and opinions, to study the bodies of knowledge about Pha Chok of Ratchaburi and to find out guidelines to create the value of Pha Chok of Ratchaburi in order to establish proactive management by using qualitative research together with knowledge management process. The study participants consisted of Pha Chok producers, supportive groups, and cloth consumers. This study also collected data from related research papers. Research instruments used in this study were a semi-structured interview, an in-depth interview, a participant observation, a focus group discussion, a seminar and a workshop. Frequencies, percentages, means, standard deviations, content analysis and methodological triangulation were used to analyze the obtained data. The research found that:

1. The circumstance of problems and opinions towards Pha Chok of Ratchaburi are as follows:

1.1      Producer: The current production circumstance of current production of Pha Chok is currently different from the traditional weaving style of local weaver groups and the local handicraft center in 3 aspects, which are 1) producers who group together to make and sell the products to general customers, 2) producers who separately make and sell their products, and 3) the producers who grouped to group together to make and sell their products according to the customers’ order. Pha Chok  is produced using the traditional weaving styles and the materials used are mostly synthetic. The patterns and colors of Pha Chok are based on the needs of consumers, and the  textiles are developed into a variety of products. The problems of production are expensive materials, lack of skilled weavers, poor quality of materials, shortage of liquidity in business, and long process of weaving. The opinions towards Pha Chok of Ratchaburi in general were at average level, focused on products, distribution channels, pricing, and marketing promotion, respectively.

1.2     Group of supporters: Generally, Pha Chok has been promoted continually in order to make it well-known and be an OTOP (One Tambon, One Product) of Ratchaburi through social, cultural, traditional activities, activities that raise awareness on important occasion, and outreach activities and promotions. Problems that supporters are aware of are lack of skilled weavers, non-standard size and patterns, lack of public

awareness, lack of group network, consumption behavior in finished products, and unclear supporting policy from related organization. The opinions towards Pha Chok of Ratchaburi in general were at high level, focusing on products, pricing, distribution channels, and marketing promotion, respectively.

1.3     Group of consumers: Generally, Pha Chok of Ratchaburi is still in need by specific groups of consumers, particularly among working-age people. With the uniqueness, the beautiful design and its cultural heritage values, even though Pha Chok is expensive, customers are likely to buy it time over time. Pha Chok is used to make clothing and decorative objects. Consumers prefer to buy Pha Chok directly from the producers on average once in 7-12 months and usually buy 2-3 pieces, worth about 1,001-3,000 baht. The price comparison and information were spread out by word of mouth. Problems from consumption are the quality of Pha Chok, non-standard size and pattern, volume of production, new variety of designs of Pha Chok, public awareness of value of Pha Chok, and the high price. The opinions towards Pha Chok of Ratchaburi in general were of average satisfaction as regards the products, their prices, distribution channels, and marketing promotion, respectively.

1. The body of knowledge about Pha Chok of Ratchaburi obtained in this study is as follow: history, local wisdom, patterns, the weaving techniques, skilled weavers in Ratchaburi, and factors affecting the consumption of Pha Chok of Ratchaburi.


2. The guidelines to create the value of Pha Chok of Ratchaburi in order to build up proactive management consisted of the participation of all parties, cooperation among producers, fair trading promoting the occupation as the capital, establishing preserving attitudes in the community, developing varieties of products, creating selling point and uniqueness, focusing on passing knowledge to the new generation, promoting the use of Pha Chok, and organizing widespread and ongoing activities.