Consumer Acceptance of Cape Goodberry Processed Products in Muang Chiang Mai District, Chiang Mai Province Thailand

Pudjaiyo Nunticha; Pongwiritthon Kajornatthapol; Srika Wipawee; Chaiyo Wilaiporn; Suttipong Thumtheang

doi:10.61707/8pkvav17

Authors

Pudjaiyo Nunticha Faculty of Business Administration, Nakhon Ratchasima College, Thailand
Pongwiritthon Kajornatthapol Faculty of Business Administration, Northern College, Thailand and. ADVEX Management School
Srika Wipawee Faculty of Management Sciences, Chiang Mai Rajabhat University, Thailand
Chaiyo Wilaiporn Faculty of Management Sciences, Chiang Mai Rajabhat University, Thailand
Suttipong Thumtheang Doctor of Medicine Boston University, USA, Independent Researchers and Entrepreneurs of IDE Clinic, Thailand

DOI:

https://doi.org/10.61707/8pkvav17

Keywords:

Cape Goodberry, Processed Product, Design Brand, Ethnic Group, Thailand

Abstract

The research investigates consumer acceptance and the product development of processed Cape Gooseberry products in Muang Chiang Mai District, Chiang Mai Province. Conducted with 400 individuals from Chiang Mai who were purchasing at Doi Kham Royal Project, data collection involved questionnaires, interviews, and consumer acceptance tests. Results demonstrate a high interest in Cape Gooseberry products, with texture softness significantly influencing purchasing decisions. Recommendations concentrate on improving texture, scent, taste, and color to enhance consumer appeal, while also addressing packaging, pricing, and online marketing. This study provides valuable insights into the factors driving consumer acceptance, highlighting the pivotal role of texture. Guidelines prioritize quality enhancement and consider social values, health, and digital market development, aiming to maximize the appeal and competitiveness of processed agricultural products.