Development Quality and Channel of Distribution Community Products (MSME): A Case Study of Sameasan Island, Chonburi Province

Abstract

This research aimed to investigate the development of quality of the in dried seafood products and packaging of community-based products (MSMEs) on Samaesarn Island, Chonburi Province, and to examine strategies for expanding sales channels. This study employed both quantitative and qualitative research methods, utilizing in-depth interviews and questionnaire-based surveys as research instruments. The first sample group consisted of 30 producers and entrepreneurs, who participated in developing appropriate models for improving the quality of dried seafood products and packaging prototypes of community products. Three prototype models were developed based on functional aspects, including protection, convenience, and cost-effectiveness, as well as business identity aspects, including value enhancement, memorability, clear product representation, and environmental friendliness. These three prototype models were subsequently evaluated by a second sample group of 400 consumers through questionnaires.

The results revealed that consumers selected Prototype 1, Prototype 2, and Prototype 3 at rates of 29.00%, 39.00%, and 32.00%, respectively. The overall functional aspect yielded a mean score of 4.35 (S.D. = 0.98), while the business identity aspect showed a mean score of 4.28 (S.D. = 0.97), both indicating high levels of satisfaction. Overall, Prototype 2 most effectively reflected the community identity and functional usability, contributing to value enhancement of dried seafood products and supporting sustainable expansion of grassroots businesses and marketing channels.