BRAND IDENTITY AND CUSTOMERS’ SATISFACTION ON SILVERWARE PACKAGING OF RATCHABURI PROVINCE
Article Sidebar
Main Article Content
Abstract
The purposes of this research were 1) to study the opinion of customers about the brand identity of silverware in customers’ perspectives, and 2) to study consumers’ satisfaction on silverware packaging of Ratchaburi Province. The sample group of this research was 400 customers in Ratchaburi Province by convenience sampling. The research tools were the pictures of brand, the pictures of packaging, and the questionnaires. The statistic used for data analysis were descriptive statistics, percentage, mean, and standard deviation. The results of this research revealed that the opinion of customers about the meaning of brand was jewelry, the target was adult, the position of brand was created consumer confidence that the products were genuine, the brand personality was the sincerity, and the physical nature of the brand was signified to the picture of production’s source. The most satisfaction of customers about the packaging in usage was organza bag to protect the products. For the marketing was heart box paper craft because it made packaging beautiful. The suggestions of this research were replacement of zip lock bag to glass bag the organza bag, and the heart box paper craft and the organza bag should be used in the festival to create the customers’ satisfaction.
Article Details
Each publish articles were copyright by Phranakorn Rajabhat University
Any contents which appeared in each articles in the journal were authors personal opinion. It did not relate to Phranakorn Rajabhat University and other instructors in the university. Each authors would take responsibility on their articles. If there are any mistake, the authors will take responsibility themselves
References
Camluang, S. & Suwannawaj, S. (2017). Corporate identity design by using semiotics theory on the perception of cultural capital of Gardgongta Lampang Province. AJNU Art and Architecture Journal Naresuan University. 8(1), 24–39. (in Thai)
Chotklang, A. & Saikeow, S. (2016). The guideline for development logo in silver product of Karens. 4th Rajabhat University National and International Research and Academic Conference (RUNIRAC IV). (in Thai)
Chotthanan, R. (2015). Branding in the AEC market. Retrieved December 1, 2018, from http://www.parliament.go.th/library (in Thai)
Darawong, C. (2015). Product management and new product development. Chonburi: Sripathum University Chonburi Campus. (in Thai)
Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management. 17(1), 4-12.
Jaizhe, B. (2015). Interview on December 11, 2015.
Kaewvises, P. (2011). The relationship between brand building factors and brand loyalty in one of banking customers. Master of Business Administrations Program of Entrepreneurship Graduate School Silpakorn University. (in Thai)
Keller, K. L. & Narus, J.A. (2017). (Sintrakarnphol, N, translate) HBR’s 10 must reads: on strategic marketing. Bangkok: Expernet. (in Thai)
Leepreecha, P. (2014). Paradigms of studies on ethnicity. Journal of Mekong Societies. 10(3), 219–242. (in Thai)
Malahom, C. (2012). Communication identity foundation for education. Journal of Education Rajabhat Maha Sarakham University. 1(16), 41-43. (in Thai)
Natheepayapthis, N. (2014). The Unique Identities of Pga K’nyau Hand Woven Textiles. Journal of Community Development and Life Quality. 2(1), 113–121. (in Thai)
Phoomchai, N. (2017). Branding: why the future of business (Part 2). Retrieved 5 June, 2017,from http://www.tcdc.or.th/articles/others/16254/#5- (in Thai)
Pongnak, I. & Disatapunahu, S. (2015). The community of the ancient town of U-THONG, SUPHANBURI Province. Veridian E-Journal, Slipakorn University. 8(3), 511–523.(in Thai)
Ratanasuwan, M. & Srichanya, S. (2011). Marketing Strategy. Bangkok: Sukhumvit Printing . (in Thai)
Tanakitiaueaungkur, T., Chongsithiphol, S., Wongmontha, S. & Techakana, S. (2007). Creating brand strategy for Thai fruit and vegetable processing industry. RMUTT Global Business and Economics Review. 11(1), 108-120. (in Thai)
Tanaspansarrat, P. (2018). The prototype design of logo and graphic packaging for goat farming community enterprise, Tambon Pimolraj, Bang Bua Thon District, Nonthaburi province by participatory action research. Phranakhon Rajabhat
Research Journal (Humanities and Social Science). 13(1), 167–181. (in Thai)
Singkasa, N. (2011). Study the concept of Japanese dessert packaging design. Master of Fine Arts Graduate School Silpakorn University. (in Thai)
Wongmontha, S. (2005) Depth of marketing. Bangkok: Good Communication. (in Thai)