DEVELOPMENT OF PRODUCT PACKAGING TO CREATE VALUE OF YAI CHA COMMUNITY PRODUCT, SAMPRAN DISTRICT, NAKHON PATHOM PROVINCE

Abstract

This research was a qualitative research. Studied the concept of community identity, product and packaging design used for conceptual framework. Data collected to In-depth Interview ๑๕ key informants and focus group discussion ๘ persons, and data analysis using a triangle technique and narrative description.

Results from the study found that:

๑. Form of product packaging in the Yaicha community, a place consisting of agricultural work such as raising ducks and chickens in the community. Furthermore, there is a learning center about the philosophy of sufficient efficiency and modern theoretical agriculture. Providing organic vegetables, duck eggs, and herbs for the community. It is knowledge that was passed down from generation to generation. Currently, the Yaicha community are supporting jobs for villagers in the community by putting resources to good use. Agricultural produced within the community is processed into various products such as organic vegetables, organic salted eggs, organic rice, etc. by naming the group, “honest livelihood.” At this point it can be concluded that the product’s logo and packaging in the community have yet to reflect its identity. The packaging does not attract the eye  and fails to leave an impression on the customer; villagers still lack understanding in the development of packaging forms. A product that is clear and represents an identity in the community is a grandma wearing a vintage hat, looking pleasing and memorable. 

๒. Developing product packaging suitable for the Yaicha community originally used materials that were not friendly towards the environment and had a logo that did not convey the character within the community, making the product unpopular. By designing while keeping in mind its strength and toughness during use and still is pleasing towards the customer, creating a boost in the economy within the community even more. The operator presented ๓ main proposals which are: ๑) Developing the packagings outstanding form. ๒) developing  the quality of product packaging. ๓) Developing product packaging for convenience during shipping. 

๓. Presenting the packaging for products suitable for the Yaicha community by hosting a seminar to have a system and participation, gathering basic information, analyzing information, ideas in developing and designing the form for product packaging lets the community come together to express creativity and select the form that is most appropriate and pleasing. Researchers presented ๓ choices for the product to participants who attended the meeting and there was an unanimous vote to let the logo representing the community’s identity as a picture of a grandma wearing a vintage hat. Pricing for the packaging is still limited, affecting the product itself resulting in a raised price. In addition, distributors still lack funds and for these reasons, researchers proposed that there should be a government or private agency having a part in supporting funds to be used in investing along with a follow-up, furthering profit, and designing packaging to last.

Keywords: Development of product packaging , Create Value Product