Creating values-added community products through packaging design development for competitive opportunities: A case study of the oyster mushroom herbal sausage housewife group, Sala Subdistrict, Koh Kha District, Lampang Province

Abstract

This research aimed to: 1) Design and develop prototype packaging; 2) study consumer satisfaction towards the prototype packaging; and 3) develop guidelines to create competitive opportunities for the herbal oyster mushroom Sai Aua (Northern Thai sausage) products of the housewives' group. A mixed-methods approach, combining both quantitative and qualitative methods, was employed. Research instruments included in-depth interviews with 20 key informants and questionnaires administered to a sample of 400 consumers. Data were analyzed using frequency, percentage, mean, standard deviation, and content analysis. The results revealed the following: 1) One new prototype packaging was developed, emphasizing a simple and contemporary design. It utilized orange and brown color tones to attract attention and clearly displayed product information and the brand. 2) Overall consumer satisfaction towards the prototype packaging was at a high level, with the aspect of sales promotion receiving the highest satisfaction score. 3) Guidelines for creating competitive opportunities included developing products in various sizes, utilizing eco-friendly materials, expanding distribution channels via social media platforms, and acquiring production standard certifications. Significantly, the findings imply that packaging development not only adds value to the products but also elevates the grassroots economy, generates sustainable community income, and enhances competitiveness on a broader scale.