The Development of Packaging and Branding Design for Processed Banana Products from Mueang Wiset ChaiChan, AngThong Province

Abstract

This research aimed to 1) develop processed banana package and logo from local identity of Wiset Chai Chan District, Ang Thong Province and 2) investigate customers’ satisfaction toward the processed banana package in Wiset Chai Chan District, Ang Thong Province. The researchers got a field trip to retrieve information about the history, background, and the foundation of Thai herb conservation and processed agricultural products group in Wiset Chai Chan District, Ang Thong Province. The package and logo were designed according the results from the field trip to reflect local identity. Customers’ satisfaction was investigated by using questionnaire. The subjects were 400 customers who visited the processed banana group and were selected by using convenience sampling method. Data were analyzed by using statistical analyses consisting of percentage, mean, and standard deviation.

The results showed that most of the informants were female (69%), aging 20 – 30 years old (67%), having bachelor degree (88%), working as business owner/seller (43%), and having income for 20,001-30,000 baht per month (44%). Overall customers’ satisfaction toward the processed banana package and logo was in the highest satisfaction level ( = 4.49). Considering each aspect, the most satisfied aspects were channel of distribution ( = 4.58), marketing promotion ( = 4.50), and product and package ( = 4.47), respectively.