Developing products based on cultural capital in line with market needs: a case study of the model Ruen Thai product range Udon Thani province

Abstract

This research paper aims to study intellectual and cultural capital towards designing and developing products in accordance with market demand. Using a combination of quantitative and qualitative research methods. Collect consumer market surveys The tools used are questionnaires that have been validated and evaluated for the Content Correctness Index by marketing experts. How to use the in-depth interview Data were collected from a sample of 20 people. The results were analyzed together with the results of the community cultural scholarship study to determine a guideline for product development. Produce prototypes and test new products for marketing and collect data from 100 target consumers. Research results from market surveys show that The picture of the wooden house model is outstanding in skill and creativity. But should improve the style to be unique and functional in order to add value to the product And from the study of cultural capital Has chosen Kham Chanot Forest, an area linked to the beliefs and beliefs of the Isan people They are used to create uniqueness of products apart from Ban Chiang art and the serpent images commonly found in cultural products. Of Udon Thani In the design of the new products, the distinctive characteristics of the Kham Chanod forest are combined with the model Thai-style houses that the group has skillful production Designed as a memory box with a clock telling time. And then proceed to create a product prototype Leading the prototype to the test of a new marketing product, which was well received by consumers, an overall satisfaction score of 4.96, meaning very good. In addition, Ruen Thai Model Company has continued to produce the Memory Box from the 3-month development results data collection. From higher distribution from the original at least 80 percent permonth