The Development of packaging and branding for community products to link the cultural tourism of the Puranawas community, Thawi Watthana District, Bangkok

Abstract

This research aims to 1) study the cultural way of the Puranawas community to find an outstanding identity can be used to develop and add value to the local effectively. 2) Develop packaging and branding “Nam Prik Mae Lek” is an efficient product of the Puranawat community enterprise. Enhances value, reflecting the unique identity of the local area. 3) Study the level of consumer satisfaction with packaging and branding "Mae Lek Chili Paste" a product of the Puranawat Community Enterprise, Thawi Watthana District, Bangkok that was developed for use in further development. This research is a mix method between qualitative research and quantitative research. This study was done with a sample population of 394 people using Purposive sampling and Convenience Sampling methods. Data were collected by interviews and questionnaires. The statistical analysis included percentage, mean and standard deviation. The results of the research revealed that Community involvement in product selection, providing community identity information, demand presentation, community product selection Including cooperation to support information, make the development of packaging and brands can indicate the identity of the community through the brand Resulting in satisfaction at a high level Can add value to the product It can also be a product to create connections in cultural tourism. And able to create sustainability for the community in the future