The Development of Mushroom Processing and Packaging Branding Development in Nong Bua Sub-district, Phu Ruea District, Loei Province by BCG Model for an Efficient Use of Resources and Creating Added Value

Abstract

The objectives of this research were 1) to study the problems and needs of the mushroom farmer group of Ban Nong Bong, Nong Bua Sub-district, Phu Ruea District, Loei Province in terms of mushroom processing product development, brand development, and product packaging of naem mushroom products, 2) to develop brand and packaging of mushroom farmer groups with participation, and 3) to assess consumer satisfaction towards the product and packaging of mushroom farmer groups. The research methodology used a mixed-method approach. The population consisted of 32 mushroom farmers group members who participated in the opinions of the brand and its packaging and a sample of 250 consumers on the product and packaging of the mushroom naem mushroom product and its packaging. The sample size was determined by sampling at a confidence level of 95% using convenience sampling techniques. The research tools were interviews and questionnaires. Descriptive and statistical data analysis used were percentage, mean, and standard deviation.

            The results revealed that 1) The mushroom farmers faced cost-related problems and lacked processing methods to reduce waste. The group also lacked unique branding and packaging and sought knowledge and understanding to increase the value of their products. 2) To address these issues, the researchers applied the BCG (Bio-Circular-Green Economy) concept to manage resources efficiently and create added value through the dissemination of knowledge on mushroom processing and long-term storage for distribution. The researchers also aimed to promote the group's branding to the general public. Members actively participated in expressing their opinions on the branding with the name "Nem Het 3 Sahay Phu Ruea" and promoted the product to the general public. 3) The survey results showed that consumers were highly satisfied with the "Nem Het 3 Sahay Phu Ruea" products and packaging overall.