Adding value to processed agricultural products “Dried Bananas” by designing packaging based on the principles of the BCG Model sustainably

Abstract

This research aimed to: 1) analyze the pain points of processed agricultural products, specifically "Solar-Dried Bananas," of the Choraka Community Enterprise in Ban Lueam District, Nakhon Ratchasima Province; 2) design a brand identity (logo) for the enterprise’s products; and 3) enhance the value of these processed agricultural products through packaging design based on the BCG (Bio-Circular-Green) Model. The analysis of pain points for the Ban Muang Solar-Dried Banana producer revealed five interconnected challenges:1) Production and Quality: Reliance on traditional drying methods resulted in inconsistent product quality and hindered elevation to international standards. 2) Packaging and Presentation: Existing packaging suffered from short shelf life and lacked aesthetic appeal and unique identity. 3) Marketing: Limited distribution channels in local markets, a lack of digital marketing expertise, and weak branding led to price competition and missed opportunities in modern trade. 4) Management: The absence of efficient accounting and financial management systems impacted liquidity and access to capital. 5)Regulatory Compliance and Standardization: A lack of essential certifications (e.g., FDA, GMP, HACCP) acted as a barrier to entering formal market channels. Regarding the logo design, the researcher integrated the unique identity of Choraka Subdistrict as a core element. The overall quality assessment was at a "Very Good" level ( =4.87, S.D.=0.22), demonstrating success in enhancing brand recognition and community representation, particularly in terms of memorability and brand value communication. Furthermore, the packaging was developed by applying the BCG Model (Bio-economy and Green Economy) through the selection of eco-friendly materials. The overall quality assessment of the packaging reached a "Very Good" level ( =4.67, S.D.=0.47). Notably, the aspect of eco-friendly material usage received the highest score ( =5.00, S.D.=0.00), reflecting the success in value creation and effectively fulfilling the research objectives.