Marketing Strategies to Create Added value for Namprik Krathue Products with the Development of Packaging and the Development of Distribution Channels

Abstract

The research on marketing strategies to add value to Krathue chili paste products focused on two main objectives: (1) to enhance product value through packaging development, and (2) to improve distribution channels. The study involved a sample of 400 consumers of Krathue chili paste from the Maila Farm Community Enterprise in Nakhon Si Thammarat Province. The sampling methods used were purposive sampling and convenience sampling. Data collection was conducted using questionnaires, and descriptive statistics were used for analysis. The results showed that most consumers were female, aged 51 and above, with an associate degree, a monthly income between 10,001 and 20,000 baht, single, and self-employed. Most purchases were for personal consumption, planned in advance, and influenced by friends. The products were typically purchased on Sunday afternoons, with spending per purchase ranging from 101 to 200 baht. Buyers were the main decision-makers in the purchasing process. Regarding the marketing mix, all elements were rated at a high level: product (x̄ = 3.69), price (x̄ = 3.75), place (x̄ = 3.73), and promotion (x̄ = 3.79). Strategies for adding value to the product included creating a distinctive brand, developing attractive and standardized packaging, and introducing innovative packaging that adheres to design principles and quality evaluation-focusing on product protection, user convenience, and hygiene and safety. Packaging structures were adapted to meet community needs. In terms of distribution, the strategy emphasized diverse sales formats and strong product communication. This included sharing product benefits, planning and managing online communication, storytelling, promotional campaigns, health trends, seasonal themes, quotes, and humor-all aimed at increasing the value and appeal of Krathue chili paste products.