Raising the Packaging to Promote Products in the Spa Business Group Based on Local Wisdom and Community Culture of Ranong Province
Keywords:Packaging, Spa product, Community culture.
This study aimed 1) to investigate problems and needs towards product packaging of Mueang District, Ranong Province, 2) to develop product packaging for Mueang District, Ranong Province, and 3) to conduct a market test of the developed product packaging for Mueang District, Ranong Province. The mixed method was employed to conduct this study, and the sample was divided into 2 groups including the communityenterprise group (i.e., Taryn Hot Springs at Ranong and Baan Hat Som Paen Ceramic Community Enterprise), and the consumer and tourist group including 100 respondents. There were 6 developed prototypes comprising of branding, packaging and labelling. The result demonstrated that the problems of the community-enterprise group towards product packaging of Mueang District in Ranong Province was the reduction of product distribution, especially during the COVID-19 transmission, that entailed changing product distribution channel from community area (onsite) to online platforms by developing branding and packaging representing the community identity, selecting color tones conveying uniqueness of each product, and designing products with intuitive use and rememberability. In addition, the consumer evaluation result showed that there was the highest level of overall satisfaction towards packaging suitability and a high level of overall satisfaction towards packaging aesthetic.
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