PRODUCT DEVELOPMENT AND VALUE-ADDED ALIGNING WITH MARKET ACCEPTANT AND LEADING TO COMMERCIAL PRODUCTION OF THAI SEA SALT
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Abstract
The objectives of this research were to 1) develop innovative Thai sea salt products that are in line with market demands, and 2) develop a marketing capability model that creates acceptance of Thai sea salt products. This research is research and development. There are 3 research process steps; step 1: study the context and market potential of Thai sea salt by participatory action research process from 30 key informants. And using a consumer behavior questionnaire from an ample of 385 people, step 2: design and develop new products from Thai sea salt and step 3: test and evaluate the satisfaction of new products from Thai sea salt and marketing channels from 100 consumers. Statistics used in data analysis were percentage, mean, standard deviation and content analysis.
The research results showed that: 1) The development of innovative Thai sea salt products should create products that are different from those used for consumption, especially upgrading and adding value to cosmetic products containing Thai sea salt because there is a high opportunity to create new markets. Most consumers agree that it should be developed into a new product. The top 3 are facial sprays the most, followed by toners and salt soaps that retain the distinctive properties of Thai sea salt and consumers buy and use regularly. There is a label, a beautiful packaging style suitable for the product by combining stories of sea water, waves, wind, sunlight, creating the beauty value from Thai sea salt under the brand "De Sel" with a reasonable price. There are distribution channels that are easily accessible both online and offline. New product evaluation reveals that De Sel products can be developed into prototypes to add value and create opportunities for commercial development. And 2) a marketing capability model that creates acceptance of Thai sea salt products Marketing promotions by marketing communications should include both online and offline segments. There is a web application to help sell products. Advertising media such as brochures, billboards, and virtual product advertisements trade show and innovation there is a marketing strategy, business model, canvas, new products, Thai sea salt. for entrepreneurs to use as a guideline for developing models and creating market opportunities.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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