Sensory Characteristics of Thong Pha Phum GI Rambutan to Approach the Future Product Based on the Perceptions and Experiences of Various Consumer Groups
Keywords:
Thong Pha Phum GI rambutan, Idea product development, Experience, Perception of consumerAbstract
This study aims to investigate the conceptualizations of product development for Thong Pha Phum GI rambutan based on the perceptions and experiences of various consumer groups —culinary chefs (n=20), producers (n=20), academics (n=20), and general public (n=20), and to explore the emotional responses and wellness perceptions related to the future Thong Pha Phum GI rambutan product. The interview questions were designed to focus on the material's pain points, solutions, and overall concept as well as the emotional responses and wellness perceptions. According to the findings, four consumer groups can be distinguished, each with unique concepts to address their needs and produce novel products and uses of Thong Pha Phum GI rambutan. The generation of ideas is influenced by experience. The academic experts and producers discussed the production of the new products using high technology and innovation while the general public and the group of chefs focused on the ready-to-eat products. Exploring the emotional responses and wellness perceptions through corresponding analysis revealed that most people (from 4 different groups) appreciated and interpreted the Thong Pha Phum GI rambutan product as healthy, relaxing, energetic, satisfying, evoking happy and joyful emotional responses. This research offered consumer insights related to Thong Pha Phum GI rambutan material and unique products, which could be valuable for positioning and marketing of regional foods. It can also guide producers in the food industry.
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