Customer Satisfaction towards the Development of Products and Brands for Karen Woven Fabric based on Local Culture of Ban SorRatae, Chongkab Subdistrict, Prop Phra District, Tak Province
Keywords:
Customer Satisfaction, The development of products, Brands, Karen woven fabric, Local cultural baseAbstract
The objectives were as follows: 1) to develop Karen woven fabric products based on local culture, 2) to establish Karen woven fabric brands based on local culture, and 3) to examine customer satisfaction towards the products and brands of Karen woven fabric in Ban SorRatae, Chongkab Subdistrict, Prop Phra District, Tak Province. Qualitative research was conducted through group discussions, with 10 members of the Ban SorRatae weaving housewife group selected as the primary informants representing the sample. Question points were utilized as a tool for gathering opinions. Data analysis involved classification, organization, and establishing data relationships. The research outcomes indicated that: 1) The development of Karen woven fabric products based on local culture resulted in the creation of souvenir items, specifically bags for women, available in six different styles. 2) The development of Karen woven fabric brands based on local culture included the incorporation of two styles of stickers attached to the packaging.
Quantitative research was conducted using questionnaires to collect data from 385 consumers through non-probability sampling. Statistical analysis involves calculating the average. The findings revealed that: 3) Consumers expressed overall satisfaction with both the product and brand, reaching the highest level. On the product side, the average satisfaction score was 4.72, while overall consumer satisfaction was similarly high, averaging 4.70. Additionally, consumer satisfaction with the brand aspect also reached the highest level, with an average score of 4.74.
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