Packaging development for chiangmai organic agricultural coop’s organic brown rice

วารสารวิชาการและวิจัย มทร.พระนคร, ฉบับพิเศษ : 38-47The objectives of this study were to : 1) explore problem conditions and needs of consumers for organic brown rice packaging of Chiangmai Organic Agriculture Cooperative Limited;2) investigate the packaging model of organic brown rice market competitions ; and 3) develop the organic brown rice packaging model of Chiangmai Organic Agriculture Cooperative Limited. The sample group in this study consisted of 385 organic brown rice consumers giving quantitative data and another 2 giving quantitative data. Findings showed that the following were problems encountered: 1) The brown rice rack was too thin; 2) wood borers were found growing in the brown rice racks; and 3) the label on the brown rice racks was too big. Regarding needs of the informants, the following were found: 1) the weight of the rack of brown rice should be 1 kilogram; and 2) the packaging label should be attached in the vertical line of the rack. The statement “organic brown rice” was found to be most important information on the label. For organic brown rice of competitors, it was packaged in a vacuum sack with pictures on a label. It weighs 1 kilogram. Developing an organic brown rice packaging model of Chiangmai Organic Agriculture Cooperative Limited to be consistent with needs of consumers and the cooperative.Rajamangala University of Technology Phra Nakho