Proceeding2562

2105 การประชุมวิชาการระดับชาติมหาวิทยาลัยทักษิณ ครั้งที่ 29 ประจ�ำปี 2562 วิจัยและนวัตกรรมเพื่อการพัฒนาที่ยั่งยืน Packaging and Brand development for Large Scale Goby Fish Paste Products: Case Study of Ban Khok Muang, Songkhla Province Panida Kueachart 1 Sirima Funfa 1 and Jiraporn Kongrode 2* Abstract Introduction : The development of packaging and branding of Large Scale Goby Fish Paste Products were needed to make the product different from competitor and easy ti recognize. Objective : to develop new packaging and brand names which suitable for fish chili paste products, and to study consumers’ satisfaction toward packaging and branding. Method : This study used mixed method, by qualitative research tools were interviewing form expert opinion assessment form. And quantitative research using satisfaction questionnaire tools. Samples used in the study to evaluate and develop packaging include 4 entrepreneurs and design experts. Using a purposive sampling and Sample group used to evaluate satisfaction with packaging and trade mark including people who came to visit OTOP trade show in Hat Yai District, Songkhla Province of 200 people. Results: The results found that customer satisfaction toward the design of the new packaging is high level. Moreover, customer which had the difference age will have the different satisfaction level. The difference was statistically significant at the 0.05 level Conclusion : Developing packaging and branding are the important strategies for present product by different for their competitor. Moreover the customer they will selected the product which they feel satisfaction with the brand and also the packaging. Keyword : Packaging Branding Fish Paste