Packaging and Brand Development “Kluay Break Taek” Product of 4th Women’s Empowerment Community Group Phop-Phra District, Tak Province

Abstract

          This research aims to the study of “Kluay Break Taek” in developing packaging and designing a brand that reflects local identity,  as well as to study the level of consumer opinion about the packaging and the brand to create marketing opportunities and add value to community products of t he 4th Community Women's Empowerment Group in Phop Phra District,Ta k Province.  This research uses a research methodology  by mix’s method a pproach between ; qualitative research by interviewing 5 stakeholders con sisting of ; community leaders, community members, consumers, designer s and marketing experts; and quantitative research by analyzing data from a sample of 50 consumers, a convenient random sampling method was use d.  The tools used for data collection were interview forms and questionnai res. The statistics used in the analysis were mean and standard deviation.  The results of the research revealed that;  the participation of community members in providing product and local information; presentation of need s including the exchange of ideas,  suggestions and opinions able to clearly convey uniqueness and prominence through packaging development and brand design.  Overall the study found that ;  consumers are very much in favor of the pattern of packaging development and brand design. And mos t agree on the issue that products under the packaging and the brand that are designed to enhance the image of the product, including adding value to the product this will create a marketing opportunity for the product in a sustainable way.