The Study of Concept Test of Durian Rind Products and Market Research of the New Product from Durian Rind

Abstract

The research entitled “The study of Concept Test of Durian Rind Products and Market Research of the New Product from Durian Rind” aimed : to study the concept of durian rind products from consumers and marketing intermediaries, (2) to study factors affecting the consumer and marketing intermediaries acceptance and purchase decision for durian rind products, and (3) to study suggestion and acceptance of new products from durian rind. The study was separated into 5 products: equipment and packaging, charcoal briquettes, mangosteen juice, salak and salacca jams and aquatic animal feed. The data collection was divided into two rounds: the first round, collecting information about concepts and factors affecting the acceptance and purchase decision for durian rind products, the second round, collecting information about the suggestion and acceptance of new products from durian rind. Each round, the sample of studying was 100 consumers using questionnaire as a tool and 3 marketing intermediaries with structured interviews. The statistics used to analyze quantitative data were percentage statistics and mean () and content analysis for the qualitative data.

              The results showed that (1) product concepts from durian rind were different according to the types of products. For non-food products, the concept focused on benefits, usability and value for money. For food products, the concept focused on taste, color, nutritional value and packaging. (2) Factors affecting the acceptance and purchasing decisions of durian rind products were novelty in design, value, low prices in standard and greater benefits. (3) The suggestions and acceptance of new durian rind products in overall were at the high level. The suggestions were as follows : equipment and packaging should improve the strength ; charcoal briquettes had to reduce bar size and weight ; mangosteen juice needed to adjust the color, reduced the pack size and price ; salak and salacca jams needed to improve packaging and color of jam and aquatic animal feed must be adjusted to be smaller in size and should be round and floatable.