Lifestyle Products Development Based on Superstitious Marketing Concept from Jok Local Design Patterns Wisdom of Laos-Krang Ethnic Group, in Laos-Krang Cotton Weaving Community at Banrai District, Uthai-Thani Province
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Abstract
This research aimed to 1) study and analyze Jok local design patterns wisdom of Laos-Krang ethnic group in Banrai District, Uthai-Thani Province; 2) study superstitious products and Generation Y’s purchase demand of it; and 3) present product design approaches based on the Superstitious Marketing Concept from Laos-Krang’s Jok local design patterns being suitable for Gen Y. The research method was to collect data from both visiting Banrai District to interview 24 Laos-Krang handwoven cotton experts and exploring lifestyle products at department stores in Siam Square. The three sets of research results were as follows: The first set was to divide Laos-Krang’s Jok pattern into 10 categories and 3 color schemes. The second set was to know that the auspicious furniture and home decorations were the product type and the product design concept that worked for Gen Y. Also got both the three categories of Jok pattern corresponding to the superstition, and one color scheme of Jok pattern being consistent with the Color Trend 2020. The third set was to find out that Gen Y believed in the superstition, and also got the final simplified forms of Jok pattern that will be used as product design’s elements. The key point of this research was a new body of knowledge including a guideline for the development of community cultural Lifestyle products using concepts of local culture wisdom and marketing trend, together with 3 sets of products designed as prototypes according to the method in the Guideline.
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