Abstract
The research investigates consumer acceptance and the product development of processed Cape Gooseberry products in Muang Chiang Mai District, Chiang Mai Province. Conducted with 400 individuals from Chiang Mai who were purchasing at Doi Kham Royal Project, data collection involved questionnaires, interviews, and consumer acceptance tests. Results demonstrate a high interest in Cape Gooseberry products, with texture softness significantly influencing purchasing decisions. Recommendations concentrate on improving texture, scent, taste, and color to enhance consumer appeal, while also addressing packaging, pricing, and online marketing. This study provides valuable insights into the factors driving consumer acceptance, highlighting the pivotal role of texture. Guidelines prioritize quality enhancement and consider social values, health, and digital market development, aiming to maximize the appeal and competitiveness of processed agricultural products.
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