Brand Building for Pesticide-Free Produces and Food Products of Yang Yong Agriculture Community Group, Yang Yong Subdistrict, Phetchaburi Province.

Abstract

The objectives of this research were 1) to build a brand of pesticide-free agricultural products and 2) to assess the consumer's satisfaction with the brand of pesticide-free agricultural products which were produced from the pesticide-free agricultural group, Yang Yong Subdistrict, Phetchaburi Province. The mixed method was used in this research. The participatory action method was used to examine and gather their opinions to build the brand including 26 participants from the community. Questionnaires were distributed to 400 customers in Phetchaburi province to collect data and a focus group was used to evaluate the branding. Descriptive statistics and content analysis were used to analyze the data.

The results showed that the community had a great potential to produce pesticide-free, as well as organic, produce and varieties of community food products. The community agreed to build the brand for their products as “Phetch Yangyong”. The brand could be used in terms of community commercial benefits and increase sustainable income. Yang na or Gurjan tree was used as an identity logo of the brand. The main colors used to represent the brand were brown for the tree, green for the leaves, and red for the fruits. The colors could send a message to the customers about food safety and the source of the products. The results of the overall consumer satisfaction assessment of the agricultural safety brand were at the highest level, i.e., beautiful, distinctive, and attractive, followed by uniqueness, differentiation, and clear meaning respectively. The evaluation results also showed that the brand logo was suitable to represent the identity of community products.