The Development of Makwan Chili Paste Product, Thai Songdam Housewife Group, Tachang Village, Tambol Klong Namlai, Amphur Klonglan, KamphaengPhet Province

Abstract

The purposes of this research were 1) to study the conditions, problems, and development needs of packaging and branding for Makwan chili paste produced by the Thai Song Dam women's group in Tachang Village, Khlong Nam Lai Subdistrict, Khlong Lan District, Kamphaeng Phet Province; 2) to evaluate the safety food; 3) to develop online distribution channels; and 4) to evaluate the consumer satisfaction. This study used a mixed-methods approach. The 1st objective was the qualitative research. The data source consisted of 3 members who produced Makwan chili paste, selected through purposive sampling. The research tool was a semi-structured interview, and content analysis was conducted. The 2nd objective was an experimental research. The data source was 1 expert in the FOSIC Center, Faculty of Science and Technology, Kamphaeng Phet Rajabhat University. The research tools were tests for water activity, total viable count, total yeast and mold count. The data are analyzed by comparing the results with the standards of the Industrial Product Standard (TIS) of the Ministry of Industry, TIS 321/2556. The 3rd objective was the qualitative research. The data source consisted of 3 members who produced Makwan chili paste and 7 related stakeholders, selected through purposive sampling. The research tool was a focus group discussion, and content analysis was conducted. The 4th objective was the quantitative research. The population consisted of 260 consumers of Makwan chili paste in 2023. The sample included 40 consumers of the product. The research tool was a questionnaire, and the data were analyzed using descriptive statistics.
The research findings were: 1) The conditions and problems existed of soft plastic, broke easily, the product branding lacked uniqueness and diverse contact details. The identified need was the packaging with a sturdier lid, the group’s logo, and contact information accessible via a Facebook page. 2) The safety evaluation tests met the required standards with Total Viable Count (TVC) was 5.3×103 CFU/g.; Total Yeast and Mold Count was 9.0×101 CFU/g.; Water activity was 0.083 at 25°C. 3) The online distribution development channels were enhanced through the creation of a Facebook page named "น้ำพริกมะแขว่น ชินชินจริงๆ". 4) The overall satisfaction was at a high level ( = 4.13). When considering individual aspects found all at a high level that product and service quality ( = 4.20), price ( = 4.08), promotions ( = 4.05), and 4) distribution channels ( = 4.03), respectively.