Development of Packaging for Herbal Inhalers to Expand Marketing Opportunities Case Study: Herbpiness Herbal Inhaler Brand

Abstract

This research aims to investigate consumer behaviors and needs, develop design guidelines to expand marketing opportunities, and evaluate satisfaction with the packaging of Herbpiness herbal inhalers. A mixed-methods research approach was employed, and data were collected from a purposively selected sample in Bangkok, comprising 632 participants in the needs assessment phase and 130 in the satisfaction evaluation phase. Research instruments included online questionnaires, an expert evaluation form completed by six specialists in packaging design and marketing, and a satisfaction assessment form. Data were analyzed using percentages, means, standard deviations, and qualitative content analysis. The results indicated that consumers primarily use herbal inhalers for relaxation and prefer portable packaging, visually communicate a modern identity, enable clear scent differentiation, and offer convenient functionality. Accordingly, the researcher proposed packaging development guidelines under the “Modern Heritage” concept, transforming the product image into a lifestyle gadget through a color-coding system combined with the “The Thak” pattern, which simplifies traditional wickerwork design, along with an adjustable lanyard to enhance both usability and market value. The overall satisfaction level toward the developed packaging was at the highest level ( = 4.30, S.D. = 0.66), with the highest-rated aspect being graphic design and brand identity ( = 4.38, S.D. = 0.62), indicating that integrating functional innovation with creative design can effectively increase product value and expand marketing opportunities for new-generation consumers.