Designin packaging for the product promotion of sewing and craft community enterprise of Khao Kaeo, Srisomboon, Thung Saliam District,

Abstract

The objectives of this study were to 1) explore problems and needs on the product brand and packaging of the sewing and craft community enterprise, 2) design brand and packaging to promote products of the sewing and craft community enterprise, and 3) research consumers' satisfaction on the brand and packaging of the sewing and craft community enterprise of Khao Kaeo Srisomboon, Thung Saliam District, Sukhothai Province. This is a mixed research consisting of qualitative and quantitative research. The qualitative study was executed through related document research and visiting the area for interviewing members of community enterprises to collect basic product information operated by the community enterprise which identified problems and demands for brand and packaging via structured interviews. Quantitative research scrutinized opinions through a survey approved by five experts assessing the suitability of the brand and packaging and the satisfaction of the consumer survey. The sample groups were 100 community enterprise tourist consumers. The data obtained were analyzed by using the frequency, percentage, mean presented in the form of a table. The results of the study revealed as follows. 1) There were five types of products including artificial flowers, women's wears, souvenirs, jewelry accessories, and household products. Each type of product was entirely fabricated with sewing techniques. The community enterprise was in need of a new logo to be beautifully, outstandingly, modernly designed to be easily remembered and reflected their unique sewing. The community enterprise name also had to be included to represent Sukhothai Province, a needle, and a thread reel, which was different from the former one that did not have the community identification. Normally, the community enterprise used a clear plastic bag to pack the products; however, the use of such packaging resulted did not meet up with the Community Product Standards (NIA). Also, it did not attract the attention and did not add extra value to the product. It was also unfriendly to the community environment. Therefore, the community enterprise would like to develop a package which its cost was economic with more eye-catching design to help make the product more attractive in addition with the information such as the name of the community enterprise, phone number, QR code, Facebook etc. displayed on the product tag label. 2) The experts had chosen the logo number 9 showing the symbol of flicking letters writing the Community Enterprise and the province names as well as a spool of thread and a sewing needle. As for the flower package, most experts chose the package number 2 showing a white paper box with the handle and a clear plastic space. In terms of the women’s wear, most chose number one pattern of a brown spun cloth bag with the community logo on while the souvenir packaging number three was mostly chosen for its glossy white paper bag branded with community enterprise logo and local woven pattern (stripes) on the bag. However, the experts suggested using brown paper for the reason of its lower cost. In terms of jewelry packaging, the experts had chosen the third style showing a rectangular shaped white paper box packaging with the printed logo on the top cover. The experts recommended changing the color of the packaging to be more attractive. Regarding the household products, the experts selected packaging number two of a brown paper bag with the community logo and local woven pattern (stripes) on the bag. 3) Most respondents’ satisfaction with the brand and the packaging revealed that they were satisfied and impressed with the creativity at the highest level with an average of 4.47. In terms of artificial flower packaging design, the satisfaction was high due to the design of the packaging structure and its easy handling at the average of 4.25. The satisfaction on the graphics design of the packaging which could fitly reflect the identity of Sukhothai was at the highest level at the average of 4.25. In terms of women's wear packaging satisfaction, the respondents were pleased with the design of the packaging structure, which could be easily carried or picked up gaining the average of 4.35. The respondents’ satisfaction with the graphic design of the colorful and beautiful packaging was in the average of 4.34. In terms of the jewelry packaging, they were satisfied with the packaging structure and its easy handling at the average of 4.32. The respondents’ satisfaction with the graphic design in the overall was consistent at the highest level of the average at 4.37. Concerning the household product packaging, they were satisfied with the design of the overall packaging structure at the average of 4. 25.Finally, the respondents’ satisfaction was on the design of packaging graphics, pictures, decorative patterns, beautifully appropriate in the average of 4. 24..