Development of Mulberry Leaf Powder Rice Seasoning Products Aligned with Market Acceptance for Commercial Application: A Case Study of Don Khun Huai 2 Community Enterprise, Tha Yang District, Phetchaburi Province.
Keywords:
Product Development, Prototype Product, Mulberry Leaf Power Rice Seasoning, Consumer Decision Factors, Market AcceptanceAbstract
This study aims to examine the operational potential and product capabilities of the Don Khun Huai 2 Community Enterprise in Tha Yang District, Phetchaburi Province, and to investigate appropriate marketing strategies for the development of mulberry-leaf rice seasoning powder innovation. The study further seeks to develop a prototype of mulberry-leaf rice seasoning powder that aligns with market acceptance. A mixed-methods research design was employed. The sample consisted of 30 community enterprise members, 15 stakeholders, 400 consumers, and 50 sensory evaluation panelists. Research instruments included interview forms, questionnaires, and product suitability assessment forms. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics.
The findings revealed that the community enterprise demonstrated expertise in production and readiness to further develop value-added products derived from mulberry leaves. Consumer survey results indicated that the primary factors influencing purchase decisions for rice seasoning powder were, in order of importance: taste, nutritional value, convenience of consumption, practical packaging, and distinctive branding. The developed mulberry leaf rice seasoning powder utilized local resources and was designed to be modern, attractive, flavorful, and easy to consume. Sensory evaluation results showed that the formula containing 6% mulberry leaf received the highest scores in terms of aroma, taste, and overall satisfaction. Furthermore, packaging was developed in the form of glass bottles with convenient caps for consumption and storage, together with labeling and branding co-created with the community under the name “Umamon”. The brand name reflects the identity of mulberry leaves while conveying the umami taste concept. Consequently, Umamon can be regarded as a prototype product with high potential to enhance the value of local resources and effectively meet consumer needs, particularly in terms of taste, nutritional value, and convenience. The outcomes of this research provide practical guidelines for developing community-based products toward commercialization, as well as informing policy support in marketing and branding strategies to expand into broader and more sustainable markets.
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