Packaging Development of Bangchang Chili Paste in Bangchang Community, Amphawa District, Samut Songkhram

This research aimed to 1) study the relationship between demographic characteristics and chili paste’s trade label management, 2) study the relationship between chili paste’s trade label management and consumer satisfaction, 3) analyze the packaging style and product shelf-life that related to chili paste’s trade label management, and 4) analyze the ability to explain variations in the packaging style, product shelf-life, chili paste’s trade label management, and consumer satisfaction. The research target group was 385 consumers and tourists in Bangchang Community, Amphawa District, Samut Songkhram Province, randomized by a snowball approach. To analyze our data to determine the results, we employed descriptive statistics, inferential statistics, Pearson’s product-moment, correlation, chi-square, and multiple regression analysis. The study found that the demographic characteristics of gender, age, educational background, and occupation were a positive indicator for chili paste’s trade label management. We also found that the chili paste’s trade label management was related to the consumer’s satisfaction, and 49% of all consumers will be satisfied. Besides, 50% of all packaging styles and 49% of products’ shelf-life were related to the chili paste’s trade label management, respectively. 55% of all could explain the variance of consumer’s satisfaction at significance level 0.05. Our research findings can contribute to sustainable packaging innovations that allow community members to participate in the product design and promote sustainability.