A Development of English and Thai Product Labels for Curry Paste of “Sam Tambon” Community Enterprise Group in Nakhon Si Thammarat Province: Stakeholders’ Satisfaction and Attitudes

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Kanyakorn Sermsook
Lalita Choeithong
Thanatta Thaneerat

Abstract

The curry paste of “Sam Tambon” Community Enterprise Group is well-known among Thai consumers, and has been certified as a 4-star One Tambon One Product of Thailand (OTOP). However, to make the product globally recognized, an English label may be helpful in increasing sales and marketing opportunities. This study, therefore, was conducted to develop both English and Thai labels for “Sam Tambon” curry paste, and to evaluate the stakeholders’ satisfaction and attitudes towards the developed labels. Fifteen committee members of “Sam Tambon” Community Enterprise Group, 100 Thai consumers and 20 foreign consumers participated in the study. The instruments for data collection were 1) the English and Thai labels for “Sam Tambon” curry paste, 2) a questionnaire concerning the stakeholders’ satisfaction towards the developed labels, and 3) a semi-structured interview. The data were analyzed using descriptive statistics and content analysis.The results showed that in general, the stakeholders’satisfaction towards the labels for “Sam Tambon” curry paste was at a high level. Every label component was highly satisfactory. The stakeholders also showed positive attitudes towards the developed labels. Regarding the English language, the stakeholders thought that the language made the product more modern and reliable. Stakeholders also suggested that the font size of the letters should be increased and the color of the labels should be in a darker tone to indicate the type of curry paste more clearly. The findings support that incorporating English into managing local as well as larger businesses can potentially lead to more success of the businesses.

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How to Cite
Sermsook, K., Choeithong, L., & Thaneerat, T. . (2022). A Development of English and Thai Product Labels for Curry Paste of “Sam Tambon” Community Enterprise Group in Nakhon Si Thammarat Province: Stakeholders’ Satisfaction and Attitudes . Journal of Liberal Arts Prince of Songkla University, 14(1), 158–182. https://doi.org/10.14456/jlapsu.2022.6
Section
บทความวิจัย (research article)

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