Consumer Acceptance of Seasoned Boiled Fermented Fish Sauce Community Product for Commercial Use
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Abstract
Local communities possess diverse biodiversity. Promoting identity to generate economic value added through participatory processes is a key strategy for building a sustainable community economy. This research examined consumer acceptance of a seasoned boiled fermented fish sauce community product. Two groups of respondents were selected using purposive sampling: 10 expert panelists and 150 consumer-type panelists. Data were collected through a questionnaire and analyzed using descriptive statistics.
The results revealed that only one product recipe met the overall preference acceptance criterion of 95 percent. The sensory acceptance test showed that most testers preferred the product’s taste the most, followed by smell, overall preference, color, viscosity, and appearance, respectively. The Just About Right Scales (JAR) indicated that all product attributes were rated as appropriate. Consumers reported purchasing the product primarily for its delicious taste to be used in Som Tam (Thai papaya salad). They were willing to pay 25–35 baht for 250 milliliters packaged in a plastic bottle, purchasing it once or twice per month, one bottle at a time, from grocery stores. Price, place, product, and promotion were ranked in descending order of importance among the marketing mix factors. The findings highlight an integrated and holistic approach to community entrepreneurship for enhancing local food product value through the utilization of identity and local wisdom. Policy implications suggest the potential of community-driven initiatives that should be supported by the public sector through resource provision, entrepreneurial training, and continuous market access facilitation.
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