Proceeding of International Agriculture Innovation Conference

Abstract

This research aimed to determine the key factors affecting the soybean noodles purchasing decision from Thailand and Taiwan producer and consumer perspective using the Supply Chain Operations Reference (SCOR) metrics. This research showed the differences between three SCOR models, the supply chain model references manual of the Supply Chain Council. The research started with literature review on the three SCOR models. The first model was established in 2004, the second model established in 2008, and the third model 3 established in 2012. In the third model new metrics was created to fit the goal of efficiency and effectiveness. This paper selected the third model as a research guideline.

Initially, the third model had 243 metrics. Then, the wheat noodle producer expert is invited to this research to select the metrics which fit the wheat noodle industry and finally generated the effective 42 metrics. After that, this information was used to develop the questionnaire survey. The total number of collected questionnaires was 220 in Thailand and 239 in Taiwan. Grey Relational Analysis (GRA) was used to determine the key factors of consumers soybean noodles purchasing decision. The results showed that in Taiwan and Thailand the food safety, delivery quantity accuracy, payment documentation accuracy, trace of raw material, taste and reputation, percentage of item location accuracy, shipping documentation accuracy, delivery location accuracy, and documentation accuracy are the key factors of consumers purchasing decision on soybean noodles.

Keywords

SCOR metrics, Soybeans Noodle, Grey Relational Analysis, Key Factor