Betel Leaf Product Design and Development for Commercialization at Ban Sai Rung Informal School in Surat Thani Province

Abstract

This research aims to study and develop product prototypes betel leaf, to study costs and returns of betel leaf product, to study and develop the marketing channels for betel leaf product. The research method using the accidental sampling to survey the consumer behavior in Surat Thani province with 400 samples. The research instruments are both the questionnaire and the interviewing form. This research is analyzed by frequency, percentage and standard deviation. The research results are founded that foreign tourists, Thai tourists and Surat Thani residences buy the betel leaf decoration products and souvenir products. They are expected that those products from the local souvenir shops from the local producer as well as the modern trade shopping malls following by the local exhibition shopping events. Their willingness to buy is 100-200 baht per piece with the product uniqueness reason. The design and development of betel leaf product prototypes by handcraft processes focusing on the simple production steps that can be learning from their local production community. The betel products are designed by creating more colors and patterns to reflect both unique and authentic of the product. Betel leaf material resources and production processes are revealed that the pre-production is to provide betel leaf raw materials products should be exposing with the sunlight or take a wet cloth/alcohol to clean all betel raw materials for preventing it from mold. The financial analysis of betel leaf production range per piece consist of total average costs range is 87.01-284.25 Baht, the average variable costs per piece is 82.17-272.63 Baht and the fixed costs range is 4.84-11.62 Baht. The selling price range is 119-359 Baht then the margin range is 31.99-111.72 Baht depending on the design of work piece. The marketing channels for their local production community are contacted with the modern trade and designed the betel leaf products website to provide online distribution channels as well.