Product and Packaging Development of Community Enterprises in Pathum Thani Province

Abstract

          This research study was conducted to study the branding and packaging design to promote products of community enterprises in Pathum Thani province. A group of community enterprises, Tab Pak Chi farmers group, Moo 12, Ra Haeng Sub-district, Lat Lum Kaew District, Pathum Thani Province, was selected as a sample group. In addition, red curry paste, produced by the community enterprise group, Tab Pak Chi farmer group, was also used as a variable in the study. The objectives of this research were 1) to study the context and potential of community enterprise groups, Tab Pak Chi farmer group, and 2) to find guidelines for product development by branding and packaging design of red curry paste using participation research methodology and collecting data from community enterprise members. The results found that 1) Community enterprise group, Tab Pak Chi farmer group, Moo 12, Ra Haeng Sub-district, Lat Lum Kaew District, Pathum Thani Province was a lowland area with mixed living conditions between urban and rural communities. Most Tab Pak Chi farmer's housewife groups consisted of farmers. These housewife groups lived nearby and had kinship-type families that supported each other. There were strong community leaders to gather together members to process agricultural products. Moreover, the production of red curry paste, which was the main product of the village, allowed members to have additional occupations and earn more. 2) the product development approach was to brainstorm ideas from the committees and every member of the group in a participative way that allowed them to be aware of the red curry paste's brand and package design needs to increase the value of red curry paste.