The objectives of this study were 1) to investigate the identity of Surin Province in order to be used as design information, 2) to design patterns on the packaging of Chili Paste products, 3) to assess the satisfaction of consumers towards the designed packaging pattern, and 4) to compare the packaging production cost between clear plastic jar with lid and zip lock bag. The researcher studied general information and went actual site to study and identify the identity of Surin Province. After that,
a questionnaire was prepared to ask for information about Surin's identity. Data were collected from 400 general people with and without Surin domicile. The results indicated that a symbol with the highest identity level of Surin province was elephant (![]()
= 4.53, S.D. = 0.80), followed by silk
(![]()
= 4.42, S.D. = 0.83) and a castle (![]()
= 4.31, S.D. = 0.95), respectively. Therefore, the researcher determined the identity of Surin province with images. Which were used in the Surin identity questionnaire for the next study. Data were collected from 400 general people with and without Surin domicile. The results showed that an image with the highest identity level of Surin province was elephant (93.50 %), followed by silk (78.75 %) and castle (59.50 %), respectively. Three symbols were used to design packaging of Chili Paste along with design guidelines, leading to three different design models, including product-oriented design, product placed on the dining table that is ready to be consumed, and product placed on the dining table that is being scooped for eating. Furthermore, the researchers designed 5 brand models to find the brand suitability for all three design models. Data were collected from 400 general people with and without Surin domicile. The results indicated that the first model (product-oriented design) was suitable for the brand style 1 (55.00%). The second model (product placed on the dining table that is ready to be consumed) was suitable for the brand style 3 (57.75%) and the third model (product placed on the dining table that is being scooped for eating) was suitable for the brand style 5 (60.25%). After that, the researcher conducted satisfaction survey from Chili Paste’s entrepreneurs, design and marketing experts, and general consumers in
Noi Market, Phraya Surin Phakdi Si Narong Chang Wang Monument with the designed three models. Data were analyzed using statistics including arithmetic mean, and standard deviation. The results
of this research indicated that the third model gained the highest satisfaction (![]()
= 4.01, S.D. = 0.61) because this design emphasized that chili paste is placed on the dining table and being scooped to be eaten. Besides, the design relied on banana leaf green color as a background color, stimulating consumers’ craving for a healthy and natural food. Then, the researcher studied the ability to express their identity of all three design models by distributing copies of questionnaire from 400 general people with and without Surin domicile. The results indicated that the first design model had the highest ability to express identity of Surin Province (81.50 %), followed by the second design model (62.75 %) and the third design model (47.00%), respectively. This implied that the third design model gained the highest level of satisfaction. However, the first model gained the highest score in terms of ability to express the identity of Surin Province. The results depended on the satisfaction of Chili Paste’s entrepreneurs, design and marketing experts, and general consumers in Noi Market, Phraya Surin Phakdi Si Narong Chang Wang Monument. Moreover, break even point was calculated. The results showed that clear plastic jar packaging’s break-even point was 697 jars per month and zip lock packaging’s break even point was 1,331 bags per month. Clear plastic jar packaging had a lower break-even point. With clear plastic jar packaging, the producer could get return on investment faster than zip lock packaging. In case that entrepreneurs want to sell chili paste with zip lock packaging to gain a monthly profit equal to the case of clear plastic jar packaging, they must increase the sales of chili paste with zip lock packaging by 1.91 times per month. But changing from clear plastic jar packaging to zip lock packaging could solve the problem and met the entrepreneurs’ need. In addition, designed patterns for Surin identity could attract more attention of general consumers in Noi Market, Phraya Surin Phakdi Si Narong Chang Wang Monument in Chili Paste products.
Keywords : Packaging Pattern Design / Surin Identity
