The Development of Rice Packaging of the Rice Mill Community Group by Muen Wai Sub-District, Muang District, Nakhon Ratchasima Province
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Abstract
The objectives of this research study were 1) to study problems and needs of rice packaging development of a community rice mill group in Muen Wai Sub-district, Nakhon Ratchasima Province, and 2) to design a brand and develop the packaging for the community rice mill group, focusing on the involvement of the group for packaging development. The data were collected from interviews with six community rice mill groups. There were 108 participants, including the community rice mill group, consumers, and Meaunwai Subdistrict Administration Organization personnel. A questionnaire was employed to analyze their satisfaction regarding the modified packaging style of a sample group. Other methods were employed, including follow-up performance and group forum.
The results indicated that the rice mill group had a problem with unattractive rice packages and lacked a brand identity. Improving the rice packaging and brand identity was essential for attracting consumers. The results of the packaging development revealed that the group chose to use vacuum bags with a label on the package. For the brand, the image of a 300-year-old church, an important historical site of the community, was used as a symbol according to the rice mill group's needs. The satisfaction with the modified package of the sample group was expressed at a high level. The developed packaging made the product more attractive to consumers. The commercial response towards the developed package was higher than the original packaging. Furthermore, the rice mill group learned and recognized the importance of packaging improvement that could lead to higher revenue.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยอุบลราชธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยอุบลราชธานี และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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