Thai Herbs SANE-BUNHA: Packaging Development and Consumer Value Perception That Affect User’s Willingness to Purchase

Abstract

This research consists purposes were 1. to examine the development of packaging, perception packaging value, and users’ willingness to purchase of the herbal balm “Saneh Bunga” and 2. to investigate the relationship between development of packaging and perception packaging value that influences users’ willingness to purchase. This study employed a mixed-methods research design, integrating both qualitative and quantitative approaches. The research instruments consisted of interviews and questionnaires. The target group comprised eight participants selected through purposive sampling, while the sample group consisted of 400 respondents determined using the formula proposed by Taro Yamane (1973). Data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean, and standard deviation, and hypotheses were tested using multiple regression analysis. Data obtained from documents and interviews were analyzed using content analysis. The research findings revealed that 1) One packaging prototype was developed, consisting of both inner and outer packaging graphic designs and 2) The development of packaging in terms of graphic design had a positive effect on users’ purchase intention at a statistically significant level of 0.05. Emotional value perception of packaging had a positive effect on users’ purchase intention at a statistically significant level of 0.10, while identity-based value perception of packaging had a positive effect on users’ purchase intention at a statistically significant level of 0.01.