Product Testing and Consumer Purchasing Behavior Towards Seedless Bite-sized Tamarind Products of Kaset Imjai Group, Pak Chom District, Loei Province

Abstract

The objectives of this research were to study consumer purchasing behavior of a bite-sized seedless tamarind product and to test the seedless tamarind products of Kaset Imjai Group, Pak Chom District, Loei Province, with a sample group of 150 tourists in Chiang Khan District by using descriptive statistics consisting of frequency, percentages, means, and standard deviations in data analysis and convenience sampling was done. The results showed that the most popular place for respondents to buy a bite-sized seedless tamarind product is a souvenir shop at 33.33 percent with a price range of 50–100 baht at 66.00 percent. The reason for deciding to purchase the bite-sized seedless tamarind is its delicious taste at 60.67 percent. They decide by themselves at 78.00 percent because most of them were eaten at 42.29 percent. The payment channel was cash at 70.00 percent. In addition, word-of-mouth plays a role in provoking them to purchase the product at 34.23 percent. In terms of product testing acceptance, the first factor is the bite-sized seedless tamarind product without any adulteration such as mold, tamarind peel, weevils (= 4.56, S.D.= 0.56); followed by the product is without other bad smells, namely musty, rancid odors (=4.41, S.D.= 0.70); the product's texture was firm, not crumbly, not sticky   (= 4.35, S.D.= 0.75); and most respondents choose to buy the product in plastic bags. Moreover, the highest level of packaging product acceptance was a plastic food box (= 4.19, S.D.= 0.77), followed by being able to protect and maintain the quality of the product (= 4.11, S.D.= 0.99). Therefore, the Kaset Imjai Group should consider selecting the seedless bite-sized tamarind pulp that shows the quality of the product and acceptance creation of the product, including packaging that can protect and maintain the product's quality.