Communication of Thai Desserts Identity on Facebook for Business: Case Study of Lod Chong Ngam-Yuan, Kanchanadit Sub-District, Surat-Thani Province

Abstract

      This paper aimed to (1) study the concept of creating awareness through the Facebook for Business Platform, (2) create and design the Facebook for Business Platform, and (3) study consumers' satisfaction and perception of Lod Chong Ngam Yuan identity. The research and development used an evaluation form for a sample group of regular customers in the area and outside the area of Kanchanadit District, Surat-Thani Province, with a total of 40 people per group, and analyzed the data with descriptive statistics including frequency, percentage, mean, and standard deviation. The results of the study found that the communication of Lod Chong Ngam Yuan identity through Facebook for Business Content can be organized into 5 formats: 1) Format of providing knowledge about Thai desserts, 2) How to ... format (teaching or explaining how to do it), 3) Identity formation pattern, 4) Product sales format, and 5) Others such as Thai traditions and important days. The content was inserted through 8 elements, namely 1) product characteristics, 2) packaging, 3) raw materials, 4) production location, 5) production quality, 6) recipe, 7) store atmosphere, and 8) taste. The results of the analysis of the satisfaction of customers in the area were found to be at the highest level with a mean of 4.57 (SD = 0.663). The results of the analysis of the perception of Lod Chong Ngam Yuan identity of the customers in the area were found to be in the highest level with a mean of 4.64 (SD = 0.528). The results of the analysis of the satisfaction of customers outside the area were found to be at the highest level with a mean of 4.56 (SD = 0.577). The results of the analysis of the perception of identity of Lod Chong Ngam Yuan among customers in the area were found to be in the High level, with a mean of 4.48 (SD = 0.528). Additionally, the group of customers in the area had a better overall perception of Lod Chong Ngam Yuan's identity than the group of customers outside the area who did not have experience and did not have a memory about Lod Chong Ngam Yuan. When the identity of Lod Chong Ngam Yuan, which was new information to them, was learned, the customers outside the area could immediately recognized it.