A study of Local Identity Towards Graphic Development on Processed Gros Michel Banana Packaging to Increase the Economic Value and Tourism Promotion of Wai-wan Community Enterprises, Ban Mai Pattana, Cha-am District, Phetchaburi Province

Abstract

          The objectives of this research were 1) To study the graphic problem on the Gros michel banana packaging of the Wai-wan community enterprises, 2) To study the identity of Phetchaburi province for the development of graphics on the packaging of processed Gros michel banana products of the Wai-wan community enterprises, 3) To study the satisfaction of consumers with the graphics on the packaging of processed Gros michel banana products of the Wai-wan community enterprises. This research utilizes a mixed method and uses 15 Qualitative key-informant sampled from 400 people using Taro Yamane's formula. Statistics used in this research include frequency, percentage, mean and standard deviation, and content analysis.  
          The results showed that the graphics used on the sun-dried bananas packaging currently have an unappealing illustration, fonts, color tone, ornament, and too little information, which is unsuitable for other processed products. Thus, the design of the new graphic on the packaging utilized an outline form of Phra Nakhon Khiri palace, representing its cultural identity. Together with the cartoonish Gros Michel banana character with a cheerful personality and analyzed color tone from its tree and colorful scenery of Phetchaburi which is geographical identity. As well as the implementation of the “Wai Wan” word to represent this community enterprise group. Then, the design and composition were arranged into a graphic on the packaging. A total of five designs for the experts to evaluate. It was found that the second form is the most suitable by having a high mean level of appropriateness. (𝑥̅ = 4.46, S.D. = 0.38) After that, use it with the packaging of processed Gros Michel banana products. When assessing the satisfaction with the consumer group, It was found that they were very satisfied. (𝑥̅ = 3.76, S.D. = 0.11).