The Study of Perceptions, Needs and Brand Communication Development of Nakhon Si Thammarat Traditional Fermented Fish (Pla Sai Uan)

Abstract

             Pla Sai Uan is pickled fish with toasted rice. Oun is toasted rice to ferment the fish to have a sour taste. Pla Sai Uan is traditional food of southern and Nakhon Si Thammarat. This research objectives are 1) to study consumers' perceptions and needs of Pla Sai Uan, Nakhon Si Thammarat Province and 2) to develop brand communication for Pla Sai Uan, Nakhon Si Thammarat Province. The informants were consumers in Muang District, Nakhon Si Thammarat Province which is the main consumer group of 80 people, divided into the age range of 20-30 years, 31-40 years, 41-50 years and 50 years or more, 20 people per age range. The tool used is consumer in-depth interviews. The results of the research revealed that 1) most consumers in the municipality, Nakhon Si Thammarat province know Pla Sai Uan, there will be only a small part that is unknown. The age range that does not know Pla Sai Uan in the highest amount is 21-30 years old. As for the issue of most consumers' needs, it is a clean packaging for appetizing and interesting, having a clear symbol, developing as ready-to-eat food, developing into other menus, selling online, developing smell and frying without oil splashing, communicating about cleanliness and maintaining a stable sour taste of fermented food, and 2) the research team and Pla Sai Uan entrepreneurs jointly developed images and video clips that present the value and marketing of Pla Sai Uan products, including communication through various media, including television and radio media, online media, signage media, product and packaging media and media activities to communicate the brand of Pla Sai Uan, Nakhon Si Thammarat Province to know more.