Development of Catfish Strips Labels of Lam Sai Phatthana Community Enterprise Group, Lamsai Subdistrict, Lam Luk Ka District, Pathum Thani Province

Abstract

       This study aims to: 1) analyze the problems and design needs related to product labeling for shredded catfish produced by the Lamsai Pattana Community Enterprise Group in Lamsai Subdistrict, Lam Luk Ka District, Pathum Thani Province, 2) develop improved product labels for shredded catfish, and 3) evaluate consumer and community member satisfaction with the newly designed labels. A mixed-methods approach was employed, integrating both qualitative and quantitative data. Qualitative data were collected through in-depth interviews with 17 members of the community enterprise group, while quantitative data were obtained from 151 consumers using structured questionnaires. The results revealed that the existing product labels lacked visual appeal and failed to effectively instill consumer confidence. Moreover, the original labels did not clearly represent the identity or uniqueness of the local community. In response, ten new label designs were developed, divided into two categories: sweet-flavored and original-flavored products. These designs incorporated specific color schemes, patterns, and illustrations intended to communicate the flavor and natural characteristics of the products. According to the satisfaction evaluation, consumers expressed a high level of satisfaction with the redesigned labels (x̄= 3.75). Key aspects that contributed to this positive response included the clarity of product information, the uniqueness of the label design, and the overall brand image. The redesigned labels were shown to significantly enhance product credibility, mitigate the negative perception often associated with catfish, and effectively motivate consumer purchase intentions. This research contributes practical insights into label development for community-based products, emphasizing the importance of culturally reflective design elements. The findings suggest that effective product labeling can play a critical role in strengthening brand identity, differentiating products in competitive markets, and supporting the growth and sustainability of local community enterprises.