BRAND AND RICE PRODUCT PACKAGING DEVELOPMENT OF BAN FANG DISTRICT COMMUNITY COOPERATIVE GROUP KHON KAEN

Abstract

                This research aims to develop the brand and packaging of rice products and evaluate consumer satisfaction towards the packaging. The research is divided into 2 parts: 1) Qualitative research using interviews with 12 individuals selected through purposive sampling method was the first part. Data collected from the interviews were analyzed using triangulation technique and summarized, then presented descriptively. 2) Quantitative research using questionnaires to assess consumer satisfaction towards the packaging was the second part. The sample groups include 200 consumers of rice products, 10 entrepreneurs, and 5 experts in rice product manufacturing, totaling 215 individuals. Convenient sampling method was employed for sample selection. Statistical analysis and processing involved calculating the mean and standard deviation.

          The research findings revealed that the brand and packaging of the product possess unique characteristics. There was a symbols of organic products, are certified to agricultural and food standards, and feature images indicating cleanliness, safety, and nutritional value. Moreover, consumers expressed high satisfaction with the packaging across three dimensions: identity and value addition, design and aesthetics, and utility. These three dimensions included nine aspects: packaging design effectively to communicate the product, utilizes materials that enhance identity and value, provides convenience in usage, features suitable shapes, employs appropriate typography, ensures product protection, facilitates transportation, easily recognizable, and employs materials that enhance identity and value appropriately.