August 30, 2024 | Journal of Distribution Science |
Researchers from Suan Sunandha Rajabhat University, Thailand, conducted a study to address the market access challenges faced by the Ban Khok Banana Community Enterprise Group in Sang Khom District, Udon Thani Province. Despite the potential of the golden banana (Kluai Hom Thong) as an export crop, the group's products struggled to penetrate international markets due to insufficient marketing opportunities, limited distribution channels, and inadequate packaging.
The study aimed to analyze and develop packaging and logos to enhance the market potential of the group’s products. Data was collected through questionnaires designed in collaboration with three experts in printing and packaging design. Market testing was conducted with 100 randomly selected consumers of the group’s products. The new packaging design was found to be more appealing, perceived as international, modern, and appropriate as a souvenir for adults.
The research emphasized the value of integrating ethnic elements and local materials into packaging design to improve product appeal. For instance, incorporating fabric scraps into cloth bags for carrying local woven products impressed consumers and highlighted sustainability. These findings suggest that effective packaging and branding strategies can help community-based agricultural enterprises overcome market barriers and open new opportunities, particularly for environmentally conscious international markets.
