การพัฒนาผลิตภัณฑ์โดยกระบวนการสร้างคุณค่าร่วมกันของผลิตภัณฑ์ข้าวตังเสวย จังหวัดนครราชสีมา|THE PRODUCT DEVELOPMENT WITH VALUE CO-CREATION PROCESS OF KAO TANG SAVOEY PRODUCT, NAKHON RATCHASIMA

Abstract

This paper aims to examine the product development and survey consumer opinions on brand development, labeling and packaging: Case study Kao Tang Savoey Product, Nakhon Ratchasima. Participatory action research was research methods. In addition, quantitative research in order to survey the opinions of customers towards the development of Kao Tang Savoey product. The open-ended and close-ended questionnaires were used to collect data from 400 respondents in Nakhon Ratchasima municipality. The statistics in analyzing the data were percentage, mean, standard deviation, and independent t-test. The results illustration that product development through branding, labeling and packaging that makes the products outstanding, identity and add value of the product and competitiveness in the market. While, consumer opinions on the development of branding, labeling, and packaging showed that the average of the branding is a highest level (x ̅ = 4.25, S.D. = 0.470), the average of the labeling is a highest level (x ̅= 4.46, S.D. = 0.418), and the average of the packaging is a highest level (x ̅ = 4.41, S.D. = 0.387). This research addresses consumers’ opinions on the decision to purchase. Finally, entrepreneurs can apply the knowledge gained and applied to improve and develop the products all at the high level.