The Comparison of Consumer Satisfaction for Product Planning and Packaging Development of Crispy Chili Paste by Ban Suan Lookchamp Community Enterprise Group, Uthai Thani Province

Abstract

The objective of this research is 1) to design packaging for crispy chili paste from the Baan Suan Lookchamp Community Enterprise Group in Uthai Thani Province. 2) to study the level of consumer perception for planning and developing packaging for crispy chili paste from the Baan Suan Lookchamp Community Enterprise Group in Uthai Thani Province. 3) to study the level of consumer satisfaction with the new packaging design for crispy chili paste from the Baan Suan Lookchamp Community Enterprise Group in Uthai Thani Province. 4) to compare consumer satisfaction for product planning and packaging development of crispy chili paste from the Baan Suan Lookchamp Community Enterprise Group in Uthai Thani Province, categorized by personal factors, level of perception, and purchasing decisions of consumers. The sample group consists of 246 consumers of crispy chili paste products from Baan Suan Lookchamp in Uthai Thani Province. Data analysis was conducted using statistical methods, including the calculation of mean, standard deviation, T-test, and one-way analysis of variance (ANOVA). The research results found that 1) the product development involved improving the production process to meet FDA (Food and Drug Administration) standards, selecting local raw materials to connect with the network of giant gourami fish farmers in the Sakae Krang River Basin, and using warm tones for packaging. The packaging was changed to pull-tab cans because they provide a secure seal, are less prone to breakage, are lightweight, and are convenient to use. 2) The comparison of consumer satisfaction for product planning and packaging development of crispy chili paste from the Baan Suan Lookchamp Community Enterprise Group in Uthai Thani Province found that the consumers with different average monthly incomes, frequencies of consuming crispy chili paste, levels of familiarity with Baan Suan Lookchamp crispy chili paste, and suitable sales channels all differ significantly, with a statistical significance level of 0.05.