PACKAGING DESIGN CORRELATES CONSUMER PERCEPTION OF LOCAL PURCHASING DECISION OF BAN NONG MAKHA COMMUNITY ENTERPRISE, AMPHOE PRANBURI, PRACHUABKIRIKHAN
Keywords:
Packaging design, Perception, Community enterpriseAbstract
The objective of this research was to 1) design packaging of local products in Ban Nong Makha Community Enterprise Pran Buri District 2) to study demographic factors that affect to consumer perception of local product that can make people purchase’s decision and 3) to study the relationship between packaging design factors that affect consumer perception of decided to buy local products that using an integrated research process by presenting qualitative data that responds to a particular situation and quantitative data for evaluation of packaging design which influences to consumer perception and inferential statistical analysis. The sample groups in the evaluation of packaging design uses are 400 selective methods including 9 people in Ban Nong Makha Community Enterprise, 5 design experts, and 386 tourists and visitors. The results of the study showed that 1) New packaging designed should have a structure that is easy to move and carry. 2) Demographic factors are different levels of education that affecting consumers’ perception of purchasing local products in Ban Nong Makha community that the different is at the 0.05 level and 3) thefactors in packaging design structure and packaging design are positively correlated withconsumer perception of purchasing decisions in Ban Nong Makha community with statistical significance at 0.05 level.
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