THE DEVELOPMENT OF CULTURAL SILVER JEWELRY PRODUCTS : A CASE STUDY OF UBONCHAT SATTATHIP

Abstract

The research entitled The Development Cultural Silver Jewelry Products: A Case Study of Ubonchat Sattathip aims to create the guidelines for the development of cultural silver jewelry and explore the need of cultural silver jewelry customers from the case study of Ubonchat Suthipthip in order to increase product value. In addition to increasing the value of products, the study also emphasizes on the development and the invention cultural silver jewelry inspired by Thai cultures. The current study employs a mixed method including both qualitative research and quantitative research. The results of the study show that the cultural silver jewelry products from the case study of Ubonchat Sattathip are considered as a valuable ornament being developed through the concept of the nine colors of lotus petals. The colors of the lotus petals represent the nine different gemstones. With the perfect combination of silver jewelry pattern and gem colors, Ubonchat Sattathip is regarded as the ornament with precious value in term of the cultural silver jewelry. According to the findings, the satisfaction level of the customers with the cultural silver jewelry Ubonchat Sattathip is at the high level ( = 4.43; SD. = 0.38).