AN INVESTIGATION OF BRAND DESIGN FACTORS FOR VALUE ENHANCEMENT OF CRISPY FRIED FISH PRODUCTS: A CASE STUDY OF KO TAEO SUBDISTRICT, MUEANG DISTRICT, SONGKHLA PROVINCE
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Abstract
This research aimed to study the priority of factors influencing brand design to add value to crispy fish products from the entrepreneurs' perspective. The study utilized the Analytic Hierarchy Process (AHP) to analyze and determine the weights of both main and sub-factors. The analysis included 6 main factors and 22 sub-factors. The results revealed that the main factors with the highest weights were the information on the packaging, packaging color, and label color, respectively. These findings can be applied to other products, as every product requires a brand to provide preliminary information that informs consumer purchasing decisions.
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