THE STUDY AND BASKETRY PRODUCT DESIGN, A CASE STUDY ON CHAISATHAN COMMUNITY, SARAPHI DISTRICT, CHIANG MAI

Abstract

Research is to be a guideline for basketry product design in cooperation with Chai Sathan Community, Saraphi District, Chiang Mai Province. The population of 150 tourists and working people from eight villages in Saraphi District, Chiang Mai: Ban Ton Chok Luang, Ban Sri Song Mueang, Ban Sriboonrueang, Ban Nantaram, Ban Yuam, Ban Bodhimongkol, Ban Chiangkang, and Ban Ton Yang Luang. A mixed technology mixed methods were used as the research methodology. This was a quantitative research and qualitative research by using a rating scale questionnaire, validity, reliability, and data analysis by using frequency, percentage, mean and standard deviation, one-way ANOVA F-test, and multiple linear regression. The results revealed that the different personal factors affected the interest in the product. With regard to gender, females comprised 80.0% and males consisted of 20.0%. The highest age group was between 30-39 years that was 40.0%, and the average monthly income of 10,001-15,000 Thai Baht was 76.7%. For the education level, an associate degree was the highest with 56.7%. For occupation, employee was the highest with 43.3%. For statis, married was the highest with 43.3%. The composition factors of the product design were the product’s satisfaction average was ( = 4.73, SD = 0.44). The price’s satisfaction average was ( = 4.75, SD = 0.41). The marketing promotion’s satisfaction average was ( = 4.76, SD = 0.42). The channel of distribution’s satisfaction average was ( = 4.85, SD = 0.29). The analysis result was the highest level. The factors affected the satisfaction of the consumers in basketry product design.