Packaging Design of Tea and Snack Product Sets Based on the Identity of Kudeejeen Community in Bangkok

Abstract

Abstract

         The research has three objectives: (1) to collect information on the existing tea and snacks that are the identity of the Kudeejeen Community, (2) to design packaging based on the Kudieejeen Community identity for the selected tea and snack product sets, and (3) to assess the satisfaction of the target group with the designed packaging based on the Kudieejeen Community identity for the selected tea and snack product sets, and its marketing aspects. The participants were from Kueejeen Community, located in Kanlaya sub-district, Thonburi, Bangkok. The sample was selected using simple random sampling, for a total of 160 participants, both male and female, aged 20-60 years. The research tools for data collection were a questionnaire with open-ended and closed-ended questions, and a product prototype satisfaction evaluation form. They were tested by three experts in product design for content validity. The obtained data were from field visits, in-depth interviews, focus group discussions, and non-participant and participant observation in the community. The results were: (1) the participants were interested in tea and snacks products with the identity of Kudeejeen Community and their overall satisfaction was high at 4.45 with the design of tea and snacks packaging with the identity of Kudeejeen Community. (2) When considering each response item, the researchers found that the usability and beauty aspects were equal, with an average of 4.48, followed by the marketing aspect, with an average of 4.38. The implications are for job creation and increased income for the community, which in turn can improve the quality of life in the community. The findings are expected to help producers predict production and marketing trends as well as provide consumers with more choices when purchasing local snack products.

Keywords: Tea and snacks products, packaging design, identity, consumer satisfaction, Kudeejeen Community