A Consumer-Driven Approach to the Development of OCOP Beverage Products in Hau Giang Province

Abstract

OCOP is a national priority program aimed at effectively exploiting local resources to contribute to the development of the rural economy. In order to propose market development solutions for OCOP products in general, and OCOP beverages in Hau Giang province in particular, the current study has conducted interviews with processing facilities and stakeholders in the value chain, along with consumers. By using value chain analysis and contingent valuation method, the research findings indicate that OCOP processing facilities primarily sell their OCOP beverage products directly to local consumers and visitors, comprising approximately 79.1% of their sales. The findings also indicate that consumers are willing to pay a premium of 15.76% for OCOP certified beverages compared to the current price at which they are purchasing these products. The study also proposes some policy implications for the development of OCOP beverages.