Creating product concept of rice germ beverage for elderly people in Prachinburi using conjoint analysis

Abstract

     The objective of this study was to identify consumer need in terms of consumer behavior with regard to a rice germ beverage for further product concept creation. This study used an orthogonal fractional factorial design and conjoint analysis based on interviewing 400 elderly people in Prachinburi province. It was found that the majority of the consumers were female; having an average age of 61–65 years with most also having a bachelor’s degree. The consumers were retired government officials with an average monthly income of THB 10,001–15,000. Most of them consumed rice and rice germ beverage because of the nutritional value and medicinal properties in the product, with an average of 1–2 servings per week and they mainly bought the product at supermarkets for their own consumption. The important factors affecting their purchase decision of rice germ beverage were taste, texture, price, nutritional value, and packaging. Product concept creation for the rice germ beverage in terms of flavor, texture, price, nutritional values and packaging was carried out. The results revealed that vanilla flavor with a homogenous texture and nutritional value from the bioactive raw materials in a beautiful and convenient package at a price of THB 15/250 milliliters significantly affected the respondents’ preferences.