Consumer acceptance and new business development of processed frog products in Chiang Mai province

Abstract

This research aimed to examine the consumer acceptance of four processed frog products, freshly skinned frog, herb-fermented frog, fried herb-fermented frog, and grilled herbfermented frog. Data from a hundred random samples of consumers in Chiang Mai Province were collected through a direct questionnaire survey and analysed using descriptive and inferential statistics. Results of the study showed that most of the consumers were females, aged 41–50 years, bachelor’s degree holders, and had a monthly income of 10,001-15,000 Thai baht. The 9-point hedonic scale was used to test the colour, odour, appearance, texture, and price or value for acceptance. Grilled herb-fermented frog had scores of 8.44±0.67, 8.45±0.67, 8.06±1.52, 8.45±0.67 and 8.45±0.67 in colour preference, odour, texture characteristics, price or value, and overall acceptance, respectively. The ranking test showed that most consumers (85.50%) preferred grilled herb-fermented frog as the leading priority (3.86±0.35, out of 4). Frog flesh is considered a healthy food because it is a low-calorie diet. Thus, the forms of food preparation and an increased market opportunity must be further explored.