BRAND IDENTITY AND CUSTOMERS’ SATISFACTION ON SILVERWARE PACKAGING OF RATCHABURI PROVINCE
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.
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