Brand and Packaging Development of Ban Nava Thong Muan Changklang Sub-district, Changklang District, Nakhon Si Thammarat Province
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Abstract
This study aims to 1) develop the brand and packaging, and 2) examine consumer satisfaction with the brand and packaging of traditional Thai wafer rolls (Thong Muan) from Ban Nawa, Chang Klang Subdistrict, Chang Klang District, Nakhon Si Thammarat Province. Qualitative research methods were used to develop the brand and packaging, including structured interviews, in-depth interviews, focus group discussions, and critical analysis with five group members and relevant stakeholders, including five distributors and two government representatives. In addition, quantitative research was conducted to assess consumer satisfaction with the brand and packaging design of traditional Thai wafer rolls. Data was collected through surveys of 400 consumers residing in Chang Klang Subdistrict, Chang Klang District, Nakhon Si Thammarat Province, and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The results revealed that brand development involved modernized font styles, colors, and illustrations reflecting the unique identity of traditional Thai wafer rolls. Packaging development focused on making the product suitable as a community souvenir and expanding the product line. Overall, consumer satisfaction with the brand and packaging of the traditional Thai wafer rolls from Ban Nawa was high. In terms of specific factors, satisfaction was highest with packaging appropriateness, followed by product protection, graphic design, and sales promotion, respectively.
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