PACKAGING DESIGN AND DEVELOPMENT OF HAND-WOVEN LOCAL COMMUNITY FABRIC PRODUCTS BANTHALO THA-YANG DISTRICT PHETCHABURI

Abstract

The objectives of this research are 1) to design packaging for BanThaLo hand-woven local fabric products. 2) to develop a new prototype product for BanThaLo hand-woven local fabric products. 3) to study the behavior of consumers of traditional BanThaLo hand-woven fabric products. This research is mixed-methods research using in-depth interviews, with the informants being the head and members of the BanThaLo Local Weaving Community Enterprise, Yang Yong Sub-district, Phetchaburi Province. The instrument used to collect data was a questionnaire using an accidental sampling method. This is because the population is large, and the population is unknown. The researcher therefore used the method of calculating the sample using Cochran's (1977) formula by setting a confidence level of 95 percent and an error of 5 percent. The sample size was equal to 384 participants. The researcher collected 400 questionnaires to make it easier to analyze the data. Statistics used to analyze the data were mean, percentage, frequency, and standard deviation.

          The results of the research found that product development focuses on creating value through materials, uniqueness, patterns, shapes, and colors through balance in design and features, beneficial to consumers' use. In addition to, in terms of consumer purchasing behavior, it was found that consumers gave the most importance to product factors. Next is the distribution channel factors, price factors and marketing promotion factors.