The Development of Brand, Packaging and Label of Santol Sauce by Participatory Action Research of Baan Ngew Rai Organic Farming Community Enterprise, Mueang Lop Buri District, Lop Buri Province
DOI:
https://doi.org/10.14456/rcmrj.2021.247210Keywords:
Brand, Packaging, Label, Santol sauce, Participatory action researchAbstract
The purposes of this research were to: 1) study the state and problems of santol sauce product by participatory action research of Baan Ngew Rai Organic Farming Community Enterprise, Mueang District, Lop Buri Province; and 2) develop santol sauce product by of Baan Ngew Rai Organic Farming Community Enterprise to be the outstanding identity. The samples, selected by purposive sampling, comprised 1) executives of government agency and a marketing academic staff, totaled nine persons, 2) five community leaders in study area, 3) 16 members affiliated to Baan Ngew Rai Organic Farming Community Enterprise and a group of 14 farmers who produce santols in Ngew Rai and Talung Sub-district, and 4) 400 customers chosen by accidental sampling. The Mixed Method Research (MMR) was employed for data collection. This included observation, in-depth interviews, training, focus group technique, and questionnaires, The quantitative data were systematically analyzed by descriptive statistics (percentage, mean and standard deviation). The qualitative data were analyzed by content analysis.
The findings revealed that the brand, packaging, and label of santol sauce product of Baan Ngew Rai Organic Farming Community Enterprise had serious problems as follows: 1) the product's brand was not satisfied with customers, no distinctive feature to attract their attention and remembrance, 2) the packaging was quite problematic as it was a wide mouth glass bottle with a screw cap which was inconvenience for product users and transportation, and 3) the font size on the label was small, information including the ingredients and directions were not complete as require by the Ministry of Public Health. With regards to the research results above, the members and involved parties had solved the problems as follows:1) developed the brand by improving the product logo and slogan to make it easy to remember and be interest, 2) changed the bottle cap from a screw cap to a squeeze cap to be easy and convenient for consumers, and 3) enlarged the font size on the label and add more information of ingredients direction, manufactured date, and expiry date as specified by the Ministry of Public Health.
References
Boonpasook, D. (2018). Leader of Bann Ngew Rai Organic Farming Community Enterprise, Mueang District, Lop Buri Province. Interview. (In Thai)
Chandhasa, R. & Pattanapanitipong, P. (2001). The Development of Logo and Package of Community Enterprise for Processed Agricultural Products : A Case Study of Palm Sugar in Bang Khonthee District, Samut Songkhram Province. Academic Conference, Khonkaen University. (In Thai)
Chiarakul, T., Panomlertmongkol, N. & Pomsuwan, S. (2016). The Thai Condiment Entrepreneurs’ Competency to the Market Competition in the ASEAN Economic Community (AEC): Management Factors. BU Academic Review, University, 15(1), 1-13. (In Thai)
Government Gazette. (2000). Notification of the Ministry of Public Health no. 194 on Food Label B.E.2543. (In Thai)
Jaakae. O. (2007). Organic Agricultural Alternative Market Management: A case study of Mae Tha Sub- district, Mae On District, Chiang Mai Province. (Master’s Thesis in Community Development, Thamasat University). (In Thai)
Jhangprajak, S. (2016). The process of developing community enterprises with participation : Case Study of Pa Pu Chili Sauce Group, Bang Phra Sub-district, Sriracha District, Chonburi Province. Retrieved from http://dspace.lib.buu.ac.th (In Thai)
Jiasakul, P. & Suwannalich, T. (2016). Factors Affecting Buying Decision and Neural Classification for Chhili Sauce Products. Retrieved from http://rdc.thailis.or.th (In Thai)
Kachornkittiya, N. (2007). Community Enterprise Management: Effective Means to Sustainable Success. Journal of Yala Rajabhat University, 2 (2), 150-162. (In Thai)
Kampirapang, S. (2006). Participation in The Operations of Farmer Housewife Group Members, Ban Tak District, Tak Province. (Master’s Thesis, Agricultural Extension, Sukhothai Thammathirat Open University). (In Thai)
Khumtrakoon, P. (2016). Guidelines for product development and packaging, liquid soap, Bee Chanrong, Krajae Chan Community Enterprise, Na Yai Am District, Chanthaburi Province. . (Master’s thesis, Business Administration, Burapha University). (In Thai)
Khunthongchan, S., (2017). Business Research. Bangkok: Se-Education. (In Thai)
Kotler, P. & Keller, K.L. (2012). Marketing management. (14thed.). New York: Pearson Education.
Phuprae, V. (2009). Product – Related Factor Affecting the Consumers’ Decision Making on the Purchase of Communal Enterprise Goods in Lop Buri Province Area. (Master’s thesis, General Management, Thepsatri Rajabhat University). (In Thai)
Popichit, N., Prasitwisate, G., & Wites, J. (2020). Satisfaction toward Packaging Design of Seasoning and Purchasing Decision Behavior. Bangkok: Suan Dusit University. (In Thai)
Puangpejara, K., Puangpejara,S., Kumnuanchai, S., & Sukerd, S. (2016). Guidelines for Marketing Development of a Small and Micro Community Enterprise: A Case Study of Rai San Fan Community Enterprise, Nikhom Sang Ton-eng Sub-District, Muang District, Lop Buri Province. NIDA Development Journal, 56(4), 96-120. (In Thai)
Puangpejara, K., Kumnuanchai, S., & Srikanjanaruk, S. & Phermpiam, P. (2020). The Development of Pandanus Salted Egg Product with White Clay Filler of Occupation Group at Thanonyai Sub-district, Mueang District, Lop Buri Province. Rajabhat Chiang Mai Research Journal, 21(2), 167-183. (In Thai)
Sinjaru, T. (2017). Research and Analyze Statistical Data with SPSS and AMOS. (17thed.). Bangkok: Business R & D. (In Thai)
Supthanavin, M. (2004). Paticpation of Photak Farmers Housewife Group Members in Business Operations of Photak Sub-district Community, Nong Khai Province. (Master of Arts Thesis, Social Science for Development, Loei Rajabhat University). (In Thai)
Waiwanitkoon, N. & Udomsri, C. (2011). Business Research Methodology. (21sted.). Bangkok: Chulalongkorn University Printing House. (In Thai)
Wonganupornkool, P. (2009). Guidelines for Marketing Development of Community Enterprise: A Case Study of Watchanpattana Housewives’ Group, Mueang District, Phisanulok Province. (Master’s Thesis, Chiang Mai University). (In Thai)
Wongkhum, A. (2018). Leader of Bann Ngiurai Organic Farming Community Enterprise, Mueang District, Lop Buri Province. Interview. (In Thai)
Downloads
Published
How to Cite
Issue
Section
License
1. Articles, information, content, images, etc. that are published in "Chiang Mai Rajabhat Research Journal" is the copyright of Chiang Mai Rajabhat Research Journal. Chiang Mai Rajabhat University. If any person or organization wants to distribute all or any part of it or do any action Must have written permission from the Chiang Mai Rajabhat Research Journal, Chiang Mai Rajabhat University.
2. Content of articles appearing in the journal is the responsibility of the author of the article. The journal editor is not required to agree or take any responsibility.
