Product packaging development "Big bean sprouts" of small-scale agricultural community, SR House, Moo. 4, Bang Phra Subdistrict, Si Racha District, Chon Buri Province

Abstract

This research aims to study the problems and needs in developing Big bean sprouts packaging for the small-scale agricultural community, SR House, Moo. 4, Bang Phra Subdistrict, Si Racha District, Chonburi Province , as the result would be used for the development of the products to meet the market needs and consumer behavior. As well as studying marketing factors that affect the consumption behavior of Big bean sprouts among consumers in Sri Racha District, Chonburi Province. The research method integrated qualitative methods using in-depth interviews and group meetings using purposive sampling included 16 members of the local agricultural community of Baan SR and quantitative methods by collecting questionnaires from a sample group of 382 consumers in Sri Racha District using a random sampling method. Data were analyzed using descriptive statistics. The results of the study showed that 1) The packaging currently used by SR House small agricultural community were transparent PP plastic bags and OPP plastic bags as the bags were tied with straw ropes often resulted in breakage and easily damaged as well as it is very inconvenient for storage and transportation in large quantities while the branding is also not memorable and attractive to consumers. 2) When the packaging was developed according to the needs of the community agriculture group, it was found that the consumers were most satisfied with the second type of brand.  As for the straps, the consumers were most satisfied with orange. The behavior of consumers when deciding to consume organic vegetables suggested that they took into account the safety reasons, as this includes free from pesticide residues where this finding was in accordance with the marketing factors which found that product overing these issues have the highest overall average, where especially in terms of cleanliness and safety was the issue with the highest mean.