Creation of community product wisdom Identity to Increase the commercial competitiveness of Ban Ra Ka Tai Women's Herbal Processing Group, Ban Prue Sub-district, Krasang District, Buriram Province

Abstract

       This mixed-methods research aimed to 1) study the identity of community product wisdom, 2) create a new identity for community product wisdom, and 3) evaluate consumer satisfaction with the packaging reflecting the community product wisdom identity of the Ban Raka Tai Women's Herbal Processing Community Enterprise Group, Ban Prue Subdistrict, Krasang District, Buriram Province. The research population consisted of 30 community enterprise members and 132 consumers. Research tools included questionnaires, in-depth interviews, and focus group discussions. Statistical analysis included percentages, means, and standard deviations. The results showed that, in terms of identity, the community enterprise excels in processing natural herbs, particularly using starfruit as a primary raw material. Therefore, the distinctive green color of starfruit leaves and the golden yellow color of ripe fruit were used to define the packaging identity. In terms of design, the logo retains its original structure to convey the founder's identity, but the graphic elements have been improved using green and yellow colors to reflect natural resources. The typography has been redesigned to be modern, distinctive, and easily memorable. For packaging, a round shape was chosen for ease of use and portability. The design incorporates a spatula with an integrated storage compartment for hygienic and safe product handling. Regarding consumer satisfaction... Consumers expressed the highest level of satisfaction with the packaging overall, particularly regarding its structure, which reflects the brand's identity, wisdom, uniqueness, and the completeness and clarity of information on the label. Graphics, color usage, and the appropriateness of the packaging size were also rated highly. Furthermore, the developed brand identity not only enhances the product's international image but also serves as a key differentiation strategy to increase commercial competitiveness and create tangible sustainability for the community's grassroots economy.