Brand and Label Development, Packaging of Malay mango chili paste Tolanga Community Enterprise, Nong Chik District, Pattani Province

Abstract

This research aims to 1) to study the behavior and level of consumer demand towards Malay mango chili paste. 2) to develop a brand and packaging of Malay mango chili paste Tolanga Community Enterprise, Nong Chik District, Pattani Province. A questionnaire of 400 consumers was used and analyzed by percentage, mean, standard deviation and small group meetings. Using a specific sampling method. The results showed that Consumers of Malay mango chili paste they choose to buy chili paste products such as taste, packed in jars with lids. Most people buy small size/quantity chili paste (50-80 g). During Saturday – Sunday, they buy mango chili paste from a store near home with a price of about 20 - 34 baht once a month. The person who influences the purchase decision is the consumer himself. In addition, consumers have opinions on mango chili paste products, it is a new product that is worth trying. It was found that the marketing mix is important to purchase Malay mango chili paste at a high level. The product aspect is the most important, followed by Price, Distribution and Marketing promotion respectively.

Designing the brand of Malay Mango Chili Paste under the brand “SAMA SAMA”. The brand is in the shape of a mango to communicate the main ingredient of the chili paste. Choose packaging in the form of bottles, square glass, round bottles and bags to position the product appropriately for consumers. And show details of Product Ingredients, Expiration Date, Food and Drug Administration (FDA).