THE PACKAGING DEVELOPMENT OF SALTED FISH PRODUCT OF THA RAI FARMER HOUSEWIFE GROUP, NAKHON SI THAMMARAT PROVINCE, THAILAND

Abstract

This study aimed to (1) to develop dried-fish packaging of housewife community in Tha Rai subdistrict in Nakhon Si Thammarat, and (2) to test the market of packaging from salted fish consumers in Tha Rai subdistrict in Nakhon Si Thammarat. The sample in this study comprised of (1) 10 stakeholders who were interviewed to analyze the needs towards packaging by using focus group discussion method, (2) 10 participants including experts as well as the representatives of the housewives who were conducted to evaluate the packaging prototypes using a questionnaire, and (3) 100 consumers of Tha Rai housewife community who were surveyed by employing convenience sampling (i.e., consumers who buy products) to test the market of packaging using a questionnaire. The results elucidated that (1) the housewife community and consumers had the need towards the packaging on expanding the shelf life of product, protecting product when it is on the shelf, informing all product information, being able to express the community identity, providing supplier contact information, showing consuming instruction and recommended menus as well as being beautiful and portable. (2) There was the highest level of the 2nd prototype of salted fish packaging of Tha Rai housewife community according to the evaluation result of experts as well as the representatives of the housewives as evidenced by the mean of 4.52 and the standard deviation of 0.50. Therefore, this prototype was used to develop the real packaging which would be sold in the shop. (3) The market testing result conducted on the consumers of Tha Rai housewife community showed the high level of suitability having the mean of 4.41 and the standard deviation of 0.54.