 ผลงานตีพิมพ์ในวารสารวิชาการChemical composition, structural features, and physicochemical properties of starches from Thai indigenous rice varietiesผู้แต่ง: Sangwongchai, W., Thitisaksakul, M., Sriwattana, N.,  Dr.Suphatta Phothiset, Assistant Professor , Sakloetsakun, D., Dongsansuk, A., วารสาร: 
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 หัวเรื่อง:ไม่มีชื่อไทย (ชื่ออังกฤษ : Development of Thai Cuisine for Western Consumers:
Product Idea Generation and Screening) ผู้เขียน:Sujinda Sriwattana, Anna V. A. Resurreccion, นายวิชัย หฤทัยธนาสันติ์, รองศาสตราจารย์ , ดร.เพ็ญขวัญ ชมปรีดา, รองศาสตราจารย์ สื่อสิ่งพิมพ์:pdf AbstractThai cuisine is now popular in Western countries. As companies increasingly vie for increased
distribution and market expansion, how products are marketed and developed for international consumers
pose a serious challenge. This survey was conducted to investigate attitudes of Western consumers toward
Thai cuisine, to obtain ideas that should be developed to provide convenience and to identify the market
potential for further Thai cuisine product development studies. Personal interviews were conducted. The
questionnaire used consisted of 16 questions on personal, attitudinal and preference ranking data. The 400
respondents participated in the study. The vast majority of the respondents rate strongly agree and somewhat
agree to these following statements; 'Thai food is now a very popular international cuisine', 'hot and spicy
describe Thai food', 'Thai food contains health promoting ingredients' and 'I may not want to eat Thai food
everyday but I will certainly want to return to it often'. The result of preference ranking showed that the
top three most popular dishes were Tom Yum Kung, followed by Pad Thai and Kaeng Kew Wan. After
checklist screening, a decision was made to develop Tom Yum Kung. These results provide direction for
the development of Thai cuisine for Western consumers. |
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