BRAND BUILDING AND MARKET POSITIONING OF KHUN CHANG KIAN COFFEE FROM THE IDENTITY OF COMMUNITY TO CREATE SUSTAINABLE COMPETITIVE ADVANTAGE

Abstract

This research article aims to 1. study consumers’ perceptions of coffee in Khun Chang Khian area, Mueang District, Chiang Mai Province and 2. examine the community identity to develop branding and market positioning. The study employs a mixed-method approach, collecting quantitative data from a sample of 336 respondents, analyzed using descriptive statistics, and qualitative data through in-depth interviews with 15 participants.

The research found that 1. The majority of respondents were female (75.9%), aged between 20-29 years (72%), with a monthly income of less than 10,000 baht (45.5%). Most respondents preferred iced coffee (89.3%) and consumed at least one cup of coffee per day (81.5%). Additionally, when thinking of Khun Chang Khian, most respondents associated it primarily with tourism. 2. The identity of the Khun Chang Khian community is represented by the wild Himalayan cherry blossom (Prunus cerasoides), which blooms in January each year. Another distinctive feature mentioned by local residents is the winding and challenging roads leading to the village, which is also recognized as a notable characteristic among tourists. This aligns with the perceptions of coffee consumers in the area, who associate Khun Chang Khian with the cherry blossom and the difficult journey to reach the village. From the marketing analysis, it is suggested that coffee from Khun Chang Khian should be positioned as a raw material for small to medium-sized coffee shops. The pricing should be set appropriately between 35-45 baht per cup to align with consumer preferences. To differentiate from competitors, the brand design should reflect the area’s identity. The research findings can be applied to media production, suitable brand design, and targeted advertising to enhance consumer awareness.