BRAND FACTORS AFFECTING THE PACKAGING OF ONE TAMBON ONE PRODUCT (OTOP) IN THE LOWER CENTRAL REGION OF THAILAND (SAMUT SONGKHRAM, SAMUT SAKHON, AND NAKHON PATHOM PROVINCES)

Abstract

This research aims to study the impact of branding on the packaging of products in the One Tambon One Product (OTOP) program in the Lower Central Region of Thailand. The research tool was a questionnaire, and the sample group consisted of consumers and tourists in the Lower Central Region. Data were collected from three specific areas: Samut Songkhram, Samut Sakhon, and Nakhon Pathom provinces, with a total of 127 respondents. The statistics used in the analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis.
The results revealed that the branding factors influencing the packaging of OTOP products in the Lower Central Region were as follows: uniqueness, simplicity, and memorability (β = 0.287); effective communication of information to consumers (β = 0.188); and being modern, international, and environmentally conscious (β = 0.172). These findings suggest that these branding factors significantly influence the design of packaging for OTOP products and can be used to improve and develop branding and packaging strategies more effectively.