Product Development of Fish Bone Chili Paste in Ban Du Sub – District, Muang District, Chiang Rai Province

Abstract

This research aimed to study the product development of fishbone chili paste and the behavior of consumers toward fishbone chili paste products. The samples used in the study were the product consumers 400 persons. The study used a data collection method by questionnaire design. Statistics used in data analysis were percentage, mean, and standard deviation.

The results showed that Consumers had the highest level of overall product satisfaction. It was found that the item with the highest mean was the product with the novelty of the food (=4.34) at the highest level. Followed by the beauty of the product  (=4.25) was at the highest level. The clarity in terms of packaging prices (=4.17) is at a high level. The label of the product has a production date and expiration date (=4.10) at a high level. The appearance of the food (=4.07) was at a high level. and food taste (=4.02) was at a high level. Chili paste products, average 44.05 baht/ box. The average direct raw material is 35.09 baht/box, direct labor is on average 1.5 baht/box, and the production cost is on average 7.46 baht/box. The overall picture is at the highest level. when considering item by item It was found that the items with the highest average were marketing promotion and distribution channels (= 4.30), followed by price (= 4.22) at the highest level. and the product aspect (=4.16) was at a high level.