The Creation of Value-added on Wood Carving Handicraft in Luang Prabang city, Luang Prabang Province

Customers' purchasing decisions for wood carving handicrafts in Luang Prabang are significantly influenced by product design, quality, and branding, with price playing a decisive role. Entrepreneurs emphasize six value-adding dimensions: product design, raw material sourcing, branding, service, and production, which collectively shape consumer perceptions. While low-to-mid-priced items (500,001–1,000,000 kip) dominate purchases, high-value craftsmanship in elephant, fish, and horse motifs remains a key differentiator. The study, based on 385 surveys and interviews with three merchants, reveals that product quality, service excellence, and innovative design are critical to sustaining market demand.

Kongsap, P. (2024). The Creation of Value-added on Wood Carving Handicraft in Luang Prabang city, Luang Prabang Province (T. CHANTHAVONE & P. PHOUNNALY, Trans.). Souphanouvong University Journal Multidisciplinary Research and Development, 10(3), 214–224. https://doi.org/10.69692/sujmrd100183