Product, Packaging, and Branding Development of ‘Khao Tok Hua Khon Kluai Khai’ by the Wang Phrathat OTOP Village Group, Kamphaeng Phet

Abstract

     The development of local food products is an important approach to increasing the value of community products and generating sustainable income. Khao Tok Hua Khon Kluai Khai is a traditional dessert found in the Ban Wang Phra That community, Traitrung Subdistrict, Kamphaeng Phet Province. The original product had several limitations, including large piece sizes, high sugar, inadequately sealed packaging, the absence of a brand identity, and a lack of online marketing channels. This research aimed to: 1) develop the product, 2) improve the packaging, 3) develop branding and marketing channels, and 4) evaluate consumer satisfaction. The study employed a mixed-methods approach. Qualitative research was conducted through in-depth interviews with 15 key informants, and the data were analyzed using content analysis. Quantitative research was conducted using questionnaires with 333 consumers to evaluate satisfaction in terms of product, price, distribution channels, and promotion. Data were analyzed using descriptive statistics, including mean and standard deviation.

     The results found that: 1) Product development involved modifying the original recipe by incorporating Kluai Khai bananas to enhance natural sweetness and reduce the amount of added sugar, as well as adjusting the product size to be more appropriate. The packaging was redesigned to be tightly sealed in order to preserve food quality. In addition, a brand identity and online distribution channels were developed, and the product met food safety standards. 2) Packaging development resulted in a zip-lock pouch with a transparent front and a silver back, which helps extend shelf life, maintain product quality, and create an attractive appearance. 3) Brand development incorporated local identity and expanded communication channels through a Facebook page and QR code, resulting in a 20% increase in income. 4) Consumer satisfaction evaluation indicated that overall satisfaction was at the highest level (x̄ = 4.50). As product and service were at a high level, while price, distribution channels and promotion were at the highest level.