ที่มา:วิทยาสารเกษตรศาสตร์ สาขา สังคมศาสตร์

หัวเรื่อง:ไม่มีชื่อไทย (ชื่ออังกฤษ : Consumer Acceptance and Purchase Decisions of Butter Cake from Jasmine Rice Flour)

ผู้เขียน:Amporn Sae-Eaw, ดร.เพ็ญขวัญ ชมปรีดา, รองศาสตราจารย์, ดร.ธงชัย สุวรรณสิชณน์, รองศาสตราจารย์, นายวิชัย หฤทัยธนาสันติ์, รองศาสตราจารย์, Witoon Prinyawiwatkul

สื่อสิ่งพิมพ์:pdf

Abstract

The objectives of this study were to evaluate and identify consumer sensory attributes influencing product acceptance and purchase decision, and to predict overall acceptance and purchase decision of butter cake from Jasmine rice flour. Four butter cake formulations were prepared from Jasmine rice flour with varying particle sizes: less than 80, 100, 120 and 150 mesh size. Consumers (n=700) evaluated their acceptability of seven sensory attributes using a 9-point hedonic scale. Overall acceptance and purchase decision were also determined with a binomial (yes/no) scale. Data were analyzed (?=0.05) using ANOVA, MANOVA, Descriptive Discriminant Analysis (DDA) and Logistic Regression Analysis (LRA). Result indicated at least 71% of consumers accepted all products and greater than 56 % would purchase the products if commercially available. ANOVA results indicated all products were accepted with overall liking scores greater than 6.0. Results from MANOVA and DDA indicated the Jasmine rice butter cake products were differentiated by appearance acceptability (overall appearance and crumb color) with a canonical correlation of 0.67-0.84. Results from LRA indicated overall liking and flavor were the two most influential attributes determining overall acceptance and purchase decision. Based on the full logit model, overall acceptance and purchase decision could be predicted with 82% and 76% accuracy, respectively.

Article Info

Kasetsart Journal of Social Sciences -- formerly Kasetsart Journal (Social Sciences), Volume 028, Issue 3, Sep 07 - Dec 07, Page 377 - 384 |  PDF |  Page