Main Article Content
This research aimed to 1) study problems and needs of textile product in Loei province, and 2) study consumer behavior towards textile products. The research was a participatory action research (PAR) which used qualitative techniques to collect data, such as, focus group discussion and in-depth interview. The data were collected from 53 local textile groups and 472 customers in Loei province. The findings revealed that 5 problems of textile products were shown: distribution, supply materials, competitiveness with larger industry, investment fund and lacking of academic knowledge. In addition, the textile industry of Loei province required government supports in marketing and distribution, investment fund, academic knowledge and other supports such as public relation. It is also found that consumer behavior was to buy products for personal use and directly buy at location of production. The selection criteria were color (natural), pattern and price (between BTH 101-500). The average of buying was from two to four times and blouses were the popular product.