Brand Design and Product Packaging of Dried Fish (C. aesarnesis) Product for Community Enterprises, Thai River Sprat Fish Producers for Sale in Ubon Ratchathani Province
DOI:
https://doi.org/10.14456/jare-mju.2024.38Keywords:
brand design, packaging, dried fishAbstract
The objective of this investigation was to develop brand design and packaging for dried fish products, which were produced by a community enterprise group of Thai River Sprat fish producers for sale situated in Ubon Ratchathani province. The study also soughted to investigate the nutritional composition of these dried fish products and closely examine the linked production costs. Brand designs were developed in three distinct formats, and packaging designs were crafted, considering factors such as color schemes, graphical elements, and nutritional information. Nutritional labels, in both comprehensive and Guideline Daily Amounts (GDAs) formats, were devised for three different packaging options. Consumer satisfaction was evaluated through a randomly selected group of 100 participants. The outcomes of this research reveal that the second brand design format, which represents the community enterprise group of Thai Sprat Fish producers for sale, adeptly conveys the narrative and identity of the group. Regarding packaging format, the first alternative garnered the highest satisfaction rating, scoring 4.26±0.77. This particular packaging design featured an aluminum foil bag measuring 16x24 cm, encompassing 150 grams of dried fish. In terms of nutritional analysis for labeling purposes, the study identified that per 100 grams of the product, there was 1,941.170 milligrams of calcium, constituting 60% of the Thai Recommended Daily Intake (RDI). In addition, the examination of contaminants demonstrated the absence of cadmium, lead, or arsenic. Mercury was detected in a minute amount of 0.072 milligrams per kilogram, which adhered to the criteria stipulated by the Thai Industrial Standards Institute regulations (TISI 6/2006). The estimated production cost for the dried fish product approximated at 31 Baht per bag. The inclusion of a transparent window on the packaging significantly heightened consumer satisfaction, resulting in a score of 4.80±0.31.
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