APPLICATION OF LOCAL IDENTITY TO DEVELOP PACKAGING FOR MARKETING COMPETITION FOR COMMUNITY PRODUCTS: A CASE STUDY OF BAN CHIANG KHROM RICE COMMUNITY ENTERPRISE PRODUCTS

Pattaravis Yoowattana

ABSTRACT:

In the current situation, the competition for goods or products from community enterprises that use cultural resources to present as a selling point is widespread. In each area, each local tries to use local wisdom to develop products for marketing benefits. In some cases, this is the nature of competition by the same product but in different communities. Therefore, creating the identity of the product or product to make it different. Recognized for creating a memorable and distinctive. A new feeling for consumers is therefore necessary. Creation of identity and application of identity to develop patterns on the packaging of community enterprise products. Therefore, education should be obtained for the benefit of income to the community. To create a design that is unique to the region, creating a distinctive beauty and showing uniqueness that is different from the same product from other regions. The author has reviewed the literature. and adapt knowledge from academic articles, including the results of hypothesis testing or relevant concepts to be used to create guidelines for communities that want to build strength by using patterns or packaging design as a guideline to apply Competitive utilization for community enterprise business as well.

This article aims to provide guidelines for using marketing principles to integrate with knowledge of art and design to create strategies for commercial benefits for community enterprise products. In this article, we will present Ban Chiang Krom rice products. Udon Thani Province This is a product that was originally not unique and different from other community enterprise products. But later on, there was a research study to use graphic arts principles for design combined with modeling for marketing strategies to develop such products to be different. Create uniqueness by applying local identity and marketing by focusing on the appearance of packaging that is unique to the region. The study found that the importance of “Novelty” will lead to positive consumer attitudes and purchasing behavior. This knowledge may be applied to other community enterprise products.

KEYWORDS: Community Enterprise Products, Product Identity Creation, Marketing Guidelines for Community Enterprise Products

DOI: 10.62788/d4Qp8f7Z6V

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

1.Pattaravis33-39.pdf BACK to Proceeding List