Consumer Satisfaction Towards the Development of Hemp Massage Oil Products by the Ban Seri Rat Herbal Processing Community Enterprise in Chong Khaeb Subdistrict, Phop Phra District, Tak Province Consumer Satisfaction Towards the Development of Hemp Massage Oil Products by the Ban Seri Rat Herbal Processing Community Enterprise in Chong Khaeb Subdistrict, Phop Phra District, Tak Province

Abstract

This study aimed (1) to develop a hemp massage oil product of the Ban Sereerat Community Enterprise Herbal Processing Group, Chong Khaep Subdistrict, Phop Phra District, Tak Province, and (2) to examine consumer satisfaction with the developed hemp massage oil product. Data were collected from two groups: (1) 20 members of the community enterprise, who provided information on product development needs through focus group discussions; and (2) consumers who had previously purchased hemp products from the enterprise. As the exact population size of consumers was unknown, a sample of 400 respondents was selected using non-probability purposive sampling to align with the research objectives. A total of 376 valid questionnaires were returned, representing 94% of the distributed questionnaires.

          The research findings consisted of two parts. First, the development of the hemp massage oil product was driven by the need to add value to hemp-based products. The packaging was designed to be modern and aligned with contemporary consumer preferences, emphasizing a distinctive identity that reflects the community’s local characteristics while clearly presenting essential product information. Second, the consumer satisfaction assessment of 376 respondents revealed that overall satisfaction with the hemp massage oil product was at the “highest” level ( = 4.51). When analyzed by dimensions, satisfaction was also at the “highest” level for both the product dimension ( = 4.50) and the packaging dimension (  = 4.53).