Studying the Relationship between Packaging Design and Consumer Feelings Towards the Uniqueness of the Coffee Brand and the Broken Rubber Fruit Community Enterprise Group, Pak Tho District, Ratchaburi Province

Abstract

This study aimed to analyze the relationship between packaging design and consumer perceptions that influence their emotional responses to brand identity, to examine the relationship between packaging design and consumers’ perceptions and feelings toward brand uniqueness, and to evaluate the impact of packaging design on purchase decisions. The research employed a mixed-methods approach, comprising qualitative research through in-depth interviews with entrepreneurs and consumers to understand the concepts and narratives behind packaging design, and quantitative research by collecting data from 400 consumers using a questionnaire developed specifically for the study’s primary objectives. The findings revealed that the packaging design of the coffee and Yang Hak fruit community enterprise group stood out in several aspects, including the use of colors and materials reflecting nature and local wisdom, simple yet distinctive logo and graphic designs, and texts that convey the uniqueness of the products and their origins. These designs enabled consumers to perceive the brand’s identity and fostered a sense of connection with the local community. Additionally, the packaging design created a positive first impression, captured consumer attention, and enhanced purchase intention. Moreover, products with packaging aligned with sustainability values and local identity were more likely to gain acceptance and succeed in highly competitive markets, demonstrating that packaging design is a crucial strategy for differentiation and achieving competitive advantage.