Customer Satisfaction with the Development of Packaging for Khanom Khai Tao Than Mae Chamnian in Mueang District, Songkhla

Abstract

The objectives of this research are 1) to develop packaging for Mae Jam Nian's charcoal-grilled egg cakes in Mueang District, Songkhla Province; 2) to study customer satisfaction with the packaging of Mae Jam Nian's charcoal-grilled egg cakes in Mueang District, Songkhla Province; and 3) to compare customer satisfaction with the packaging of Mae Jam Nian's charcoal-grilled egg cakes in Mueang District, Songkhla Province, based on demographic factors. The study employed a mixed-methods research study, involving qualitative research through in-depth interviews with entrepreneurs and packaging experts, and quantitative research through questionnaires administered to 400 individuals who have purchased the charcoal-grilled egg cakes in Mueang District, Songkhla Province. Convenient sampling was employed, and quantitative data were analyzed using statistical methods such as frequency, percentage, mean, standard deviation, and one-way analysis of variance (One-Way ANOVA).

The findings revealed that the new packaging, designed as a house-shaped box with a secure lid and clear labeling of the product name and brand, received high satisfaction from customers. Overall, customers expressed a high level of satisfaction with the new packaging, particularly regarding its design. Hypothesis testing indicated no significant differences in satisfaction levels with the new packaging across demographic groups.