การพัฒนาบรรจุภัณฑ์สำหรับแยมบ้านไม้หอม

Abstract

The purposes of this independent study were to develop new packaging model for Baan Mai Horm Jam in terms of packaging structure, graphics, and marketing in accordance with the requirements of food law and the acceptance of consumers. Four hundred samples of consumer were from Mueang District, Chiang Rai Province. Data were analyzed by using frequency, percentage, and mean. The findings of jam consumption behavior of 400 respondents revealed that the majority of respondents had purchased the jam by themselves from supermarkets. The frequency of consumption was less than one time per week. The promotional activity affecting the purchase decision was the reduction of the price. The respondents chose the product from the package, which was a glass bottle having rectangular label attached. The product details given priority by consumers were ingredients and product quality. Respondents commented on the development package A and C in terms of the packaging structure based on the order of mean score. The first rank was that the packaging material properly prevented the product from moisture and outside air while package B helped prevent the product from being deteriorated, broken or damaged. In terms of graphics, based on the order of mean score, the first rank was that the illustration on the product was clear and consistent with the content while package B had appropriate overall tone color for packaging. In terms of marketing, the first rank of package A, based on the order of mean score, was a positive image of social responsibility, such as being eco-friendly, while packages B and C were suitable for souvenirs.

In conclusion, the opinion on the development of package B had the highest mean score (4.04), followed by the opinion of the development of package A (3.92), and the opinion on the development of package C (3.72), respectively. Analysis of the relationship between opinions in developing packaging B and general information of respondents showed that gender, age, education, occupation were related in terms of packaging structure. This helped prevent the product from being deteriorated, broken or damaged. The product also displayed all product details. In terms of marketing, the image building was impressive, and the products in these packages were sold, presented, and suitable for placing on shelves. The age, education, occupation, were associated with this packaging material which could properly prevent the product from moisture and outside air. The package was filled with moderate amount of product, making it portable in an appropriate size, and can be inspected within the package. In terms of graphics, the overall tone color of the package was suitable. The font style was clear and easy to read suitable for the content. In terms of marketing, the package was appropriate for giving as a souvenir.