Product Innovation's Determinants of Chinese Family Business inChiangmai and Consumer Socioeconomics

Nutthanee Kitdumrongthum and Pusanisa Thechatakerng
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Nutthanee Kitdumrongthum: Faculty of Business Administration, Maejo University, Chiangmai, Thailand
Pusanisa Thechatakerng: Faculty of Business Administration, Maejo University, Chiangmai, Thailand

International Journal of Business and Economic Affairs (IJBEA), 2018, vol. 3, issue 3, 141-146

Abstract: Family businesses are an important economic driver of the countries, especially Chinese family businesses inThailand. These family businesses are the key form of enterprise, particularly souvenir sector realizing 22.4 billion Bahtof Thai market value with 35,000 entrepreneurs. Thus, for surviving, product innovation in Chinese family businesseshave received a lot of attention in the studies since the last decades but there are still some interesting points. Then,this paper tries to answer the research question; what product innovation factors are in uenced by customers. 400 ofsmall family Chinese businesses customers were collected data using questionnaires in Chiangmai province. The resultsshow that most customers are females with more than 40 years and 31-35 years of age. T-test con rms that productinnovation factors are in uenced by socioeconomic factors of customers. Moreover, Socioeconomic or demographic factorsof customers; age and occupation shows signi cantly related to product innovation in three categories; line extensions,Me-too products and competitor's products and new-to-the-world products.

Keywords: Product innovation; Chinese family business; Chinese moon cake; factors; Chiangmai (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aya:ijbeaa:2018:p:141-146

DOI: 10.24088/IJBEA-2018-33005

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