Valued-Added Packaging of Dried Sweet Fish Products in Ban Tase Community, Hat Samran District, Trang Province

Abstract

This study had three main objectives: (1) to examine the problems related to packaging and marketing mix elements of dried sweet fish products, (2) to develop prototype packaging for dried sweet fish products, and (3) to assess consumer satisfaction toward the prototype packaging in Hat Samran District, Trang Province. A mixed-methods research design was employed, consisting of both qualitative and quantitative approaches. In the qualitative phase, data were collected from 15 members of a local dried sweet fish producers’ group using purposive sampling. The research instrument was an open-ended questionnaire, administered through focus group interviews. The findings indicated that the most problematic aspect of the marketing mix was the product, particularly in terms of packaging, leading to the development of three prototype packaging designs for ready-to-cook (raw) dried sweet fish products and two prototype designs for ready-to-eat (cooked) dried sweet fish products. These prototypes were evaluated by consumers in the next phase. In the quantitative phase, data were gathered from 366 consumers using a closed-ended questionnaire and convenience sampling. Descriptive statistics—namely percentage, mean, and standard deviation—were used for data analysis. The findings revealed that the most preferred packaging for ready-to-cook (raw) sweetened fish was the vacuum-sealed transparent bag, with a satisfaction rate of 44.30%. For ready-to-eat (cooked) dried sweet fish products, the most favored packaging was the vacuum-sealed transparent bag placed inside a kraft paper box with a clear window, receiving a satisfaction rate of 86.70%. The results suggest that entrepreneurs can effectively apply these findings to enhance the value of local products in other communities. Furthermore, the developed prototypes could serve as models for future packaging development.