Constraints and opportunities in tilapia leather supply and distribution chain : a case study of Jerada Leather and Products Company Limited, Thailand | |
| Author | Jintana Jaithiang |
| Call Number | AIT Thesis no.AB-12-03 |
| Subject(s) | Tilapia--Marketing--Thailand Leather industry and trade--Thailand--Lamphun |
| Note | A thesis summited in partial fulfillment of the requirements for the degree of Master of Agribusiness Management, School of Environment, Resources and Development |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. AB-12-03 |
| Abstract | Thailand has a large supply of Tilapia, therefore, tilapia leather industry has been established since it provides satisfy profits to produce. In this study, researcher only focused on supply and distribution chain of tilapia leather in order to identify its constraints and opportunities. Researcher set 3 hypotheses including H1: Establishing of tilapia leather firm could generate benefits to farmers, H2: There is a relationship between influence factors and success in promoting tilapia leather products and H3: There is a significant relationship between influence factors and Thai customer‟s acceptability toward tilapia leather and products. Researcher used in-depth interview to collect data from 6 tilapia farmers and a tilapia leather producer by calling and face-to-face approach and employed content analysis to analyze data. Furthermore, questionnaires were distributed to collect data from 200 Thai customers, using convenience sampling, face-to-face approach and employed descriptive and inferential to analyze data. The results of this study were followings.Tilapia leather supply and distribution chain did not provide benefit to farmers because there was no different in selling price after established of tilapia leather firm, conversely, tilapia leather producer fully got benefits. Hence, tanning company need to provide competitive price and non-price mechanism to maintain its supply source.Strategies performed by this tilapia leather company have directly impact to its performance in promoting tilapia leather products. Implemented strategies were sufficient in capturing foreign markets but not local market. Moreover, based on trend analysis, this business would be stable existed in the future, thus, tanning company should adapt strategy to obtain more revenue and customers.Thai customers had not much heard and seen tilapia leather products compared to other leathers such as cow, crocodile, snake, and stingray leather. However, Thai customers had good acceptability toward tilapia leather products even though products will be produced by unknown Thai SME as the results shown that there were 125 customers out of 200 would like to try it, 42.28% of this 125 customers would like to try tilapia leather products because they would like to support Thai producer. High significant influence factors lead Thai customers to buy tilapia leather products would be quality, price and country-of-origin respectively. |
| Year | 2012 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. AB-12-03 |
| Type | Thesis |
| School | School of Environment, Resources, and Development (SERD) |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Soni, Peeyush; |
| Examination Committee(s) | Shivakoti, Ganesh P.;Dabbadie, Lionel; |
| Scholarship Donor(s) | Thailand (HM Queen); |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2012 |