Packaging Design of the Community Enterprise of the Ban Tha Tum Garment Group Tha Tum Subdistrict, Mueang Maha Sarakham District, Maha Sarakham Province

Abstract

Background and Aims: Community enterprise packaging design is vital as it enhances product appeal, creating a distinct identity that attracts customers and boosts market competitiveness. Effective packaging also reflects the community’s cultural values, fostering brand recognition and consumer trust. The objectives of this paper were; 1) to analyze the current situation regarding the packaging design of the Ban Tha Tum Garment Group Community Enterprise, 2) to study the differences in demographic characteristics with opinions on the development of the packaging design of the Ban Tha Tum Garment Group Community Enterprise, and 3) to develop the packaging design of the Ban Tha Tum Garment Group Community Enterprise. Baan Tha Tum, Tha Tum Sub-district, Mueang District, Maha Sarakham Province.

Methodology: This research uses a Mixed Method Research Design with 3 informants using interviews as a tool to collect data. A total of 24 people were surveyed using a questionnaire as a tool to collect data, and the statistics used to analyze the data were percentage, severity, standard deviation, and a hypothesis test by comparing the difference in severity.

Results: The results showed that (1) The community enterprise group of Ban Tha Tum garment group has a variety of products that are novel and beautiful in color. (2) Packaging design strategy of a community enterprise of the Ban Tha Tum garment group. (3) The packaging design guidelines of the Ban Tha Tum Garment Group Community Enterprise are that, in terms of promotional details, there should be a discount or giveaway for customers who buy in bulk and buy regularly with the Ban Tha Tum Garment Group Community Enterprise.

Conclusion: The findings demonstrate how well the Ban Tha Tum Garment Group Community Enterprise provides a wide range of eye-catching goods backed by well-thought-out packaging. In order to increase market competitiveness and consumer loyalty, their standards place a strong emphasis on using promotional incentives, including discounts and giveaways, to draw in large and consistent clientele.