BRAND AND PACKAGING DESIGN FOR VALUE-ADDED WOMEN’S BATIK BAG, WOMEN’S DEVELOPMENT GROUP, YAN DINDANG MUNICIPAL DISTRICT, PHRA SAENG, SURAT THANI

Abstract

This research article aimed to: 1. Examine consumer and community needs, 2. Develop a brand and packaging design, and 3. Evaluate satisfaction with the developed brand and packaging of women’s handbags made from batik fabric, conducted by the mixed research methods A mixed-methods. The qualitative phase involved content analysis, in-depth interviews, and focus group discussions. The quantitative phase utilized a questionnaire to assess brand perception and packaging satisfaction among buyers and sellers.

The findings indicated that the women’s development group expressed a need to create a brand name and improve packaging. The selected brand name was Yor Ying Yan Din Daeng, with a golden yellow color scheme representing the group’s identity and their local community. The packaging was developed into two formats: white spun bond fabric bags to optimize storage space and ease of product display, and paper bags to enhance product value after sale. Survey data collected from a sample of 400 participants including both buyers and sellers showed high levels of satisfaction with the developed brand and packaging. These results suggested that the women’s development group could effectively use the brand and packaging in both online and offline marketing to meet genuine consumer needs.