THE LABEL DESIGN AND DEVELOPMENT OF PACKAGING TO INCREASE THE COMPETITIVENESS OF CHOPPED PICKLED FISH PASTE PRODUCTS OF SRI-YOTHIN COMMUNITY ENTERPRISE PRODUCTS AT KAMPHAENG PHET PROVINCE

Abstract

The purposes of this research were 1) to design product labels, development of product packaging and distribution channels for chopped pickled fish paste products 2) to learn customer satisfaction toward the new branding and packaging design development, and 3) to study the result of Sri-Yothin community enterprise groups. This research employed Mixed methods research including quantitative and qualitative researches. The 12 of sample were from community enterprise groups, whereas 100 of the community’s customer using Convenience Sampling with unknown population size. The research instruments were a corporation and participation process, focus group, semi-structured interview, and satisfactory evaluation. Data were analyzed by frequency, mean, and standard deviation and content analysis. The results in the research found that the overall design of new branding and packages would be remarkable brand awareness, distribution channels in Facebook which raised opportunity to reach wider consumers to increase purchase orders. The overall average efficiency of the chopped pickled fish paste packaging for all elements is interpreted as in high level ( = 4.18, S.D.= 0.64)