Branding through participatory processes for agricultural product groups Ban Non Thiang village, Namon district, Kalasin province.

Abstract

The action research-based article ‘Branding Through Participatory Processes for Agricultural Product Groups Ban Non Thiang Village, Namon District, Kalasin Province’ was conducted in Ban Non Thiang Village, Cluster 15 in Namom Subdistrict, Kalasin Province. It was designed on the objectives to understand the branding of agricultural products and to see the result of brand use by the agriculturists who work on crop farming, animal husbandry and agricultural product processing. In the action research which focusing on participatory process employed data and information collection tools; Semi-structured interview guideline, group discussion issues guideline, branding assessments, brand assessments, had the target audience for the research included 3 brand design experts, 12 members of the Community Enterprise Group, 20 consumers, 1 representative from the relevant authorities and 11 village committee members. The sampling used a specific selection method. Data analysis is classifying and grouping data and information in consistent with the conceptual framework and analysis of percentage, mean, and standard deviation statistics.

The action research findings showed stakeholders recognized the brand of village by its’ name ‘Non Thiang Tum Home’ as the location of the products with these following symbols; ‘Kwang-tung’ or Cantonese veggie leaves and ear of paddy in brown, green and golden yellow tones. The results of the Branding found the Brandresponses included Brand Quality Perception, Brand Credibility, Consumers Demands Perception andSuperiority in assessment scores are high. Branding relationship of which in these categories; Brand Loyalty, Brand Attitude Association and Participatory Level and the Overall Picture Response have assessment scores in high.