The Design and Development of Golden Leaf Products to Enhance Marketing Value in Southernmost Provinces

Abstract

This research aimed to 1) study and design products for adding value to products from golden leaves in communities in the southern border provinces, 2) develop product prototypes for adding value to the golden leaf products in communities in the southern border provinces, and 3) study product satisfaction in order to add value to the golden leaf products in communities in the southern border provinces. Using a mixed method, the quantitative research was conducted by collecting data using a questionnaire on satisfaction towards the golden leaf products. Then the data were analyzed using basic statistics. As for the qualitative research, the data were collected from key informants by organizing focus groups and then analyzing the data by using content analysis. The results of the research revealed as follows. 1) The product design combined the distinctive characteristics of golden leaves. It came out as a product that met the needs of producers and consumers and still remained the local southern scent. 2) Concerning developing product model for adding value to products from golden leaves in communities in the southern border provinces, there were 6 product prototypes adding value to golden leaves including 1) picture frames, 2) notebooks, 3) wallets, 4) lamps, 5) clocks, and 6) living room furniture. 3) Regarding the satisfaction towards the purchase needs, the overall satisfaction towards the products was at a moderate level ( =3.18, S.D. = 0.75) whereas the overall satisfaction towards the product design was at a moderate level ( =3.26, S.D. = 0.68).