Development Brand and Packaging of Local Rice Varieties that Reflect the Local Identity of Baan Khok Sung, Nakhon Si Thammarat Province

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Utumporn Sriyom
Pornsin Buangam
Malica Khongkaew

Abstract

The objectives of this study were as follows: 1) to study and collect data on local identity for Baan Khok Sung, Nakhon Si Thammarat; 2) to design and develop packaging of local rice varieties that reflect the identity of Baan Khok Sung, Nakhon Si Thammarat; and 3) to study the design and development of brand and packaging of satisfaction towards. Mixed methods of qualitative and quantitative research were conducted. The data were collected from primary data and secondary data and using questionnaires for evaluating satisfaction to brand and packaging. This is used as an in-depth interview and focus group. The sample groups were collected with purposive sampling 8 household and accidental sampling of 400 people. Analyze the data by using the mean ( gif.latex?\bar{x}) and standard deviation (SD). The results of the study showed that: 1) local identity for Baan Khok Sung was an area for farming, sugar palm trees and makeshift huts for sun protection, the sun is a symbol of starting a new day and bright; 2) the member participate in the selection process branding and packaging by using vacuum seal bag with sticker and wrap-around labels; and 3) assessment of the sample group’s satisfaction with the branding and packaging overall was at the highest level (gif.latex?\bar{x}= 4.31, SD = 0.60).

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Sriyom อ., Buangam พ., & Khongkaew ม. . (2022). Development Brand and Packaging of Local Rice Varieties that Reflect the Local Identity of Baan Khok Sung, Nakhon Si Thammarat Province . Rajapark Journal, 16(45), 66–82. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/255013
Section
Research Article

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