Enhancing the Distribution of Community Enterprise Entrepreneurs through Product and Packaging Development of Klong Kone Shrimp Paste (Mesopodopsis) in the Post-Pandemic Era of Samut Songkhram Province
Issued Date
2023-01-01
Resource Type
ISSN
17383110
eISSN
20937717
Scopus ID
2-s2.0-85174967008
Journal Title
Journal of Distribution Science
Volume
21
Issue
10
Start Page
21
End Page
29
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Distribution Science Vol.21 No.10 (2023) , 21-29
Suggested Citation
Ninaroon P., Sitthiwarongchai C., Rodjam C., Khammadee P., Charoenboon P. Enhancing the Distribution of Community Enterprise Entrepreneurs through Product and Packaging Development of Klong Kone Shrimp Paste (Mesopodopsis) in the Post-Pandemic Era of Samut Songkhram Province. Journal of Distribution Science Vol.21 No.10 (2023) , 21-29. 29. doi:10.15722/jds.21.10.202310.21 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/90895
Title
Enhancing the Distribution of Community Enterprise Entrepreneurs through Product and Packaging Development of Klong Kone Shrimp Paste (Mesopodopsis) in the Post-Pandemic Era of Samut Songkhram Province
Author's Affiliation
Other Contributor(s)
Abstract
Purpose: The current study focused on developing Klong Kone Shrimp Paste (Mesopodopsis) products and packaging, aiming to enhance the capabilities of entrepreneurs with cultural capital in post-pandemic Samut Songkhram Province. Research design, data and methodology: This study sought to analyze product and packaging issues and examine packaging expectations for Klong Kone shrimp paste. A combination of quantitative and qualitative methods was used, including a questionnaire administered to a sample of 400 individuals who purchased community enterprise products. Descriptive analysis, involving percentage, mean, and S.D., along with qualitative analysis through phenomenological methods, such as in-depth interviews and focus groups, were conducted with community enterprise entrepreneurs, experts, and customers. Results: The findings indicate that addressing product conditions and packaging issues with Klong Kone shrimp paste can be achieved by incorporating an attached label on the community product packaging. Conclusion: This approach is necessary due to the lack of community identity reflection and unattractive design, which currently deter customers from considering the products as souvenirs. Additionally, diversifying product offerings is recommended to better align with consumer needs. In terms of packaging expectations, a majority of respondents expressed a strong preference for an attractive appearance.