The Brand Equity of Community’s Dried Food Products in Thonburi District, Bangkok

Abstract

The objectives of this study were 1) to study the compositions of brand equity of community’s dried food products in Thonburi district, Bangkok, and 2) to create the brand equity model of community’s dried food products in Thonburi district, Bangkok. The study is mixed methods research. This research collected 400 samples from the community leaders or representatives in Thonburi district, the expert group discussion selected by using a purposive sampling method, and the tourists who bought the community’s products. The research instruments were structured interview and questionnaires. The content consistency index was 0.91 and the confidence value was 0.93. The statistics used in the data analysis were frequency, percentage, mean, standard deviation and content analysis. The results of the interviews with the community product entrepreneurs from Thanusingha Bakery, mulberry tea Mutita and Bodin Bakery by Auntie Lek showed that these products had clear brand elements. As for opinions of the consumers on the brand value of community’s dried food products, it was found that, in overall, the opinion level of all aspects was at a high level ( = 3.99). The results of the group discussion of all experts were in agreement. It was found that building a brand equity for dried food products consists of brand recognition, brand loyalty, brand engagement, perception of the product quality from the brand, and all other assets related to the brand, such as patents, trademarks, etc.