The Study of Consumers’ Attitudes towards Longan Chili Paste Products and Packaging to Develop the Packaging Prototype of Community Enterprises Seasonal Chili Paste Fruit Group of Ban Wiang Sawan

Abstract

          This research aims to study consumers’ attitudes towards longan chili paste products and packaging of community enterprise group of Ban Wiang Sawan and to develop the prototype of longan chili paste packaging for the community enterprise group of BanWiang Sawan. It is a mixed research between quantitative research and qualitative research. The instruments of this research are questionnaires by analyzing data from consumersand and in-depth interviews with a small group meeting of longan chili paste members of the community enterprise group of Ban Wiang Sawan about the attitude towards products and packaging.

           Overall, it was found that the respondents had opinions about the attitude towards products and packaging as a whole at the highest level with an average of 4.18. When considering each aspect, it was found that the opinions of the respondents were at the highest level, namely the expected products with the average value is 4.52, followed by the main benefits, product potential, and the reason for the appearance. The average values are 4.48, 4.09, and 3.62, respectively. Moreover, the results from the development of the packaging prototype together will focus on the shape of the packaging in the form of a spherical bottle attached to the sticker that has designed the graphic to be contemporary Thai Using a pattern that is modified from nature which is a picture of fresh longan, green image from the leaves. Data communication of chili paste production that is different from other competitors entering information on how to eat and has a symbol image of supporters from Mae Moh Provincial Electricity Authority. In addition, increasing the use of English and Chinese language inserted in the product name to increase the target group of foreigners.