Participatory Brand Development of Sweet Potato Processed Products of Ban Thap Nam Community, Bang Pahan District, Phra Nakhon Si Ayutthaya Province

Abstract

        The objectives of this research were to (1) create a brand of processed sweet potato products with the participation of the Ban Thap Nam Community in Bang Pahan District, Phra Nakhon Si Ayutthaya Province, and (2) study consumer satisfaction with the brand of processed sweet potato products with the participation of the Ban Thap Nam Community in Bang Pahan District, Phra Nakhon Si Ayutthaya Province. A focus group discussion involving 5 persons working in sweet potato processing products, as well as an interview with 2 designers and marketing professionals, were used to collect brand development data. A survey was distributed to 100 customers using a convenience sampling approach.

          The results of the study were as follows. First, five steps were involved in the development of a participatory community product brand: (1) study in to the community product information and brand design; (2) analysis of brand development needs of people involved with community products; (3) brand design based on visual arts elements; (4) brand evaluation by design experts, marketing experts, and stakeholders; and (5) brand evaluation by community product customers. Secondly, in terms of brand satisfaction, it was discovered that the consumer group was more satisfied with the new brand than the traditional one in all aspects. Overall, the level of satisfaction was the highest (= 4.37, S.D. = 0.71). Customers believed the new brand was more aesthetically appealing and memorable than the old one. Furthermore, the new brand made people more likely to purchase the items than the previous one.

          As a result, participatory brand development should highlight (1) integrating participation from stakeholders or product owners with design and marketing experts; (2) the use of visual arts elements in brand development, such as visual styles, font styles, and color styles; and (3) evaluating the brand from a consumer standpoint prior to its implementation.