การยอมรับของผู้บริโภคต่อข้าวไรซ์เบอร์รี่และข้าวเจ้าหอมนิล ในอำเภอเมืองเชียงใหม่

• Main Author: พนิตา กิตตินานนท์
• Other Authors: รองศาสตราจารย์ ดร.นิรมล อุตมอ่าง
• Format: Independent Study
• Language: Thai
• Published: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่ 2018
• Online Access: http://cmuir.cmu.ac.th/jspui/handle/6653943832/48559
• Institution: Chiang Mai University

This research aimedto study about the consumer acceptance of Riceberry and Hom-nil rice in MueaungChaingMai district, by questioning and collecting data from 400 respondents. The 9-point Hedonic scale had been used for the experiment. The respondents tasted Riceberry and Hom-nil rice which had been cooked in the same ratio of rice and water using electric cooker. According to the personnel demographic data of respondent, the percentage of female and male respondents wereis56% and 44%, respectively. The majority age of the respondents wasis 41-60 years and over 60 years total 105 peopleas 26.5%. The majority respondents income was less than 5,000 Baht total 121 people as 30.3%. In terms of the consumption behavior result, mostly female respondents hadeaten colored rice (50.90%). In contrast, most male respondents had never eatenit before. The respondents who experience colored rice consumption, most of them which is 53.18 % have had Rdiceberry rice. Usually, respondents would buy healthy color rice by themselves, and the most proper quantity of purchasing was pack of 1 Kilogram (56.3 %). The frequency of consumptionis 2-6 times per week (39.3%). The reason ofeating colored rice wasthat it high nutritional value (63.7 %). Data source of colored rice was from product literature (65.9 %). They boughtcolored rice at department store (69.9%). The proportion of colored rice with white rice wasall colored rice (41.6 Percent).Most of respondentsknew that Rice berry developed from Hom-nil Rice (61.8 Percent). In aspect of marketing mix, which consistedof ;1.Price, 2.Packaging and Place, 3.Quality and safety, 4.Product and Promotion,and5. Nutrition and convenience of distribution channel. The study found that Price factor influence on consumer’s purchasing decision, the percentage of variance is 17.03 The consumer acceptance ofRiceberry, the study showed that the liking score of overall liking, color, appearence, overall odor, over all flavor and overall texture were 5.73 ± 0.71 , 5.69 ± 0.75,5.82 ± 0.86,5.86 ± 0.91, 5.87 ± 0.96 and5.88 ± 1.10, respectively. The analysis of Just about right indicated that the appearance and texture weretoo high intensity. Nevertheless, therewere 96.5% and 72.8 % of consumers acceptance and buying decision. The consumer acceptance of Hom-nil rice, the study showed that the liking score of overall liking, color, appearence, overall odor, overall flavor and overall texture were 5.63 ± 1.01, 5.57 ± 1.01, 5.66 ± 1.16, 5.73 ± 1.25, 5.71 ± 1.22 and 5.70 ± 1.30, respectively. The analysis of Just about right indicated, aroma, taste, appearance and texture were too high intensity. However, there were85.3 % and 64.5% of consumers acceptance and buying decision. The comparison of Riceberry and Hom-nil rice founded that Riceberryhad liking score of overall liking, color, appearence, overall odor, overall flavor and overall texture more than Hom-nil rice and have percentage of consumers acceptance and buying decision more than Hom-nil rice too.