PRODUCT IMAGE DEVELOPMENT OF REAL COCONUT SUGAR TO ADD VALUE TO COMMUNITY PRODUCTS IN SAMUT SONGKHRAM PROVINCE

Abstract

         The objectives of this research article were to 1) study the general condition, consumer behavior and problems of real coconut sugar products from Samut Songkhram province, which affected by the coronavirus 2019, 2) study the molecular structure of real coconut sugar from Samut Songkhram province by using near-infrared spectroscope techniques, and 3) the present guidelines for developing the image of real coconut sugar products from Samut Songkhram province. Mixed research has 3 stages according to the objectives. The population in study of general conditions and problems of real coconut sugar products were 12 persons from 7 community enterprises that producers of real coconut sugar in Samut Songkhram province by using Focus group and the population for study the consumer behavior, coconut sugar buyers in Samut Songkhram, were 100 people by using the survey. The data were analyzing qualitative data using content summary and analyzing quantitative data using percentage statistics. Study of molecular structural of real coconut sugar used FT-NIR spectrometer and analyze data using Spectrum Quant (Version 10.6.0.893). For offering guidelines for developing the image of real coconut sugar products, it used a summary of the research results. The research results showed that 1) the market problems of real coconut products due to high production costs and competition of lower-priced coconut mixed sugars. The majority of consumers (35 %) use color viewing and appearance for identified real coconut sugar, 2) FT-NIR techniques at range 7211 - 7114 cm^-1 and 4695 - 4618 cm^-1 can classify real coconut sugar with coconut mixed sugar, and 3) guidelines for developing the image of real coconut sugar products with FT-NIR techniques as potential marketing strategies.