The Development of Packaging for Processed Products from Khao Jek Chuey Sao Hai Group (GI rice), Saraburi Province for Added Commercial Value of the Community Economy

Abstract

"Khao Jek Chuey Sao Hai, Saraburi " is an agricultural initiative that showcases the unique local identity of Saraburi Province. Its objectives are : 1) to develop the branding and packaging of Jek Chuey Sao Hai rice and processed products derived from Jek Chuey Sao Hai rice in Saraburi to create added commercial value to the local economy, and 2) to evaluate satisfaction with the new packaging format of Jek Chuey Sao Hai rice products in Saraburi through a mixed-method research approach including qualitative and quantitative research. The research methods involved data collection, interviews, focus group discussions, data analysis leading to the design and development of new packaging formats, prototype creation, and evaluation of satisfaction with the new packaging format. Purposive and accidental sampling methods were used for the sample of 70 people. Research findings indicated that overall satisfaction with the new packaging format from the target group had an average score of 4.17, indicating high satisfaction. Specific aspects included : 1) Packaging Structure: Average satisfaction score of 4.14, indicating high satisfaction with the packaging structure's ability to protect the products and accommodate the product volume. 2) Graphic Design on Packaging : Average satisfaction score of 4.20, indicating high satisfaction with the detailed representation of rice and the identity of the rice cultivation area and community. The packaging had vibrant colors and a modern appearance. This research has led to the development and production of usable prototypes, generating actual sales, and fostering community pride in collaborating to develop branded products and packaging. It has the potential to add commercial value to the local economy.