Value Addition of Dried Fruit Products by Packaging Design
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Abstract
Dried Fruit Market is considered as a highly competitive market. Packaging design can create additional value of the product, which enhances competitiveness in the market. The purposes of this study are to design the packaging and brand of dried fruits for the agricultural product processing community at Tha Lor Village, Chiang Mai Province, and to study on consumers’ satisfaction toward the designed packaging using self-administrated questionnaires for 30 consumers and gathering the consumers' opinion regarding how can packaging design impact consumers' attraction on a purchase of dried fruits. Criteria of a packaging design are modern and simple styles with the sense of Thai Lanna. Eight styles of packaging are designed and self-administrated questionnaires are used for evaluating the satisfaction toward the designed packaging of 150 consumers selected with accidental sampling technique, and15 packaging design specialists and 3 entrepreneurs selected with purposive sampling technique. The results indicated that Styles 2, 7 and 1 obtained the higher satisfaction score than others and all the sample groups have given the highest scores on their colors, attraction and art composition. In addition, the entrepreneurs have the most satisfaction to Style 5, because of its identity can reflect brand personality and can be applied to various graphics.
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