A study of packaging element that affect purchasing decision of solar dried banana.

Abstract

The solar dried banana is OTOP commodity product. Packaging acts as the salient salesman to create intention to buy. The expected benefits is to help the solar dried banana business realize the important of packaging development to consumer purchase decision and guild line packaging improvement to communicate with key elements that affect to target customer to compete over the competitors and to get into a global market effectively. Throughout the study, we found the reason to buy solar dried bananas as a souvenir gift when they visit tourist attraction especially in Phitsanulok. They will buy as a gift more than 200 Baht and half of them will buy for self-consume 50 Baht. The most important key element is the product picture which communicate visual food information about the taste, texture and quality. High income customers concern about the good looking image that comes with the elements such as golden color, modern design, and good quality packaging material to communicate superior quality. Low income customers concern about the worth money topic that come with the elements such as bigger size, provide variety flavors and more quantity information to communicate the reasonable price. Health conscious customers concern about health condition that comes with the elements such as natural picture, earth tone color, matt texture and avoid unhealthy element like glossy product picture that create too sweet felling for them. The OTOP lovers prefer short easy Thai sentence, Thai design, OTOP mascot or any others Thai local wisdom elements. Because the OTOP lovers trust and feel intimate in these elements.