Development of a Food Product Brand for the Occupational Group in Village No. 9, Ban Lan Phet, Lan Dokmai Tok Sub-District, Kosamphi Nakhon District, Kamphaeng Phet Province

Authors

  • Petchara Budseeta Faculty of Management Sciences, Kamphaeng Phet Rajabhat University
  • Chuleeporn Insaeng Faculty of Management Sciences, Kamphaeng Phet Rajabhat University

Keywords:

Development, Brands, Food Products

Abstract

The objectives of this research were 1) to study the marketing operation conditions of the occupational group of the Village No.9, Ban Lan Phet, 2) to develop a food product brand and food packages of the Village No.9, Ban Lan Phet, and 3) to study the customers’ opinions towards the food product brand and the food packages of the occupational group of the Village No.9, Ban Lan Phet, Lan Dokmai Tok Sub-District, Kosamphi Nakhon District, Kamphaeng Phet Province. This research was conducted by using a mixed-method research approach. The data were collected from seven members of the occupational group of the Village No.9, Ban Lan Phet, three experts in developing food brands, 3 experts in marketing, and 324 consumers. The research instruments were an interview form, an evaluation form to evaluate the food brand, and a questionnaire. The data analysis was done by content analysis.

            The research findings were as follows.

  1. The occupational group of the Village No.9, Ban Lan Phet produced and sold food products consisting of pork rind, pork crackling chili paste, and coconut toffee. The food products did not have their brands and packages. They were sold for the residents in the communities in Lan Dokmai Tok Sub-District, Kosamphi Nakhon District, Kamphaeng Phet Province.
  2. The food products of the occupational group of the Village No.9, Ban Lan Phet were developed to have their brand named “Lan Phet” and packed in the forms that were acceptable for the buyers.
  3. The customers’ opinions towards the food product brand and the food packages of the occupational group of the Village No.9, Ban Lan Phet were at the acceptable level, the customer base could be expanded, and the food products could distribute inside and outside communities. As a result, the incomes of the occupational group members increased.

References

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Published

2023-12-23

How to Cite

Budseeta , P. ., & Insaeng, C. . (2023). Development of a Food Product Brand for the Occupational Group in Village No. 9, Ban Lan Phet, Lan Dokmai Tok Sub-District, Kosamphi Nakhon District, Kamphaeng Phet Province. Journal of Graduate School, Pitchayatat, Ubon Ratchathani Rajabhat University, 18(3), 183–195. Retrieved from https://so02.tci-thaijo.org/index.php/Pitchayatat/article/view/264427

Issue

Vol. 18 No. 3 (2023): September-December 2023

Section

Research articles

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