The Guidelines for Developing Durian Processed Products to Create Added Business Value in Bangkokand Surrounding Areas

Abstract

This article aims 1) to study the guidelines for developing durian processed products for business, 2) to study the steps for creating added value for the products, and 3) to study the appropriate guidelines for product development in Bangkok and surrounding areas. The research is a qualitative research study. It uses concepts of product development, value creation, and marketing as a research framework. The research area is Bangkok and its surrounding areas. The key informants are entrepreneurs, consumers, and academics, and while the specific number is not stated, a purposive sampling method was used. The research tools are two types: 1) in-depth interviews and 2) focus group discussions. Data analysis uses a descriptive content analysis method.

The research findings indicate that: The development of durian processed products for business should focus on fusion products, such as durian cake, durian pizza, and durian ice cream, as they have high potential to attract consumers. Creating added value for the products can be achieved by using durian varieties with distinctive characteristics like the Mon Thong variety, processing them into new forms such as durian cookies and durian crispy rolls, and controlling quality with international standards like GMP and HACCP to build consumer trust. The guidelines for product development in Bangkok and its surrounding areas should consider improving taste and texture based on consumer needs (e.g., reducing sweetness), as well as adopting modern production technology and creating a clear brand to differentiate in the market. The body of knowledge and findings from this research will be beneficial for entrepreneurs who wish to develop more diverse and appealing durian processed products. This will help them meet consumer needs more precisely and create a competitive advantage in a highly competitive market.