Development of Jin Sam Prik Packaging to Increase the Revenue of Tai Lue Community, Phayao Province

Abstract

Jin Sum Prik (shredded pork with herbs) is a local food of the Tai Lue community in Chiang Kham district, Phayao province. Jin Sum Prik originated from ancestral wisdom in food preservation, which involved processing pork and mixing it with local herbs, and it is a cultural food heritage that is at risk of being lost. Mae Tum Jin Sum Prik products in the Tai Lue community face a product development challenge as suitable and meet the local market demands. This research uses the participatory action research concept as follows: 1) analysis of product potential and target customers; 2) packaging development and distribution path creation; and 3) market testing. The research results in a new product design based on the origin of Jin Sum Prik, with a sticker design depicting a woman in a bun wearing Tai Lue traditional dress while holding a spatula to better convey the Thai Lue food identity. Also, the package design is modified into a zip-lock bag that specifies the ingredients and nutritional values. The development of this prototype packaging has three sizes. The 25 grams is at a selling price of 20 baht per pack, the 30 grams is 35 baht per pack with a promotion of three packs for 100 baht, and 50 grams for 50 baht. Additionally, marketing channels for the customer to access the products at consignment shops result in customers' familiarity and better recognition of these new packaging.  In conclusion, the project has led to an average increase in sales from 2,000 baht per month to 4,431.81 baht per month.