Product and Branding Development for Value Creation among Community Producer Groups in Ubon Ratchathani Province.

Abstract

This research employed a Research and Development (R&D) methodology with the objectives to: 1) investigate the current status of products and branding among community producer groups in Ubon Ratchathani Province, 2) develop value-added products aligned with market demands, and 3) design and develop brand identities that reflect the uniqueness of community products. The target groups included 20 community producer groups and 60 consumers. Data collection methods consisted of semi-structured interviews, field observations, and a five-point Likert scale satisfaction assessment.

The findings, categorized by research objectives, are as follows:

1) Regarding the current status, the community products reflected distinct identities in terms of raw materials, local wisdom, and design patterns. However, the products lacked modern design, appropriate packaging, and clear branding strategies.

2) For product development, producer groups were able to create prototypes that matched consumer preferences, such as redesigning Thai textiles with contemporary motifs, updating food packaging to be clean and informative, and enhancing woven products with practical functions. Consumer satisfaction was high across all groups, with average scores of 4.55 for modern textile design, 4.70 for food packaging, and 4.82 for environmentally friendly materials in woven products.

3) In branding development, producers successfully created brand identities that reflected local narratives by incorporating indigenous names, colors, patterns, and stories into labels, resulting in greater credibility and consumer recognition.

The findings highlight that participatory development centered on consumer needs is a key mechanism in enhancing the value of community products and increasing their competitiveness in a sustainable market.