Developing Attributes Affecting Purchasing Decision on Durian Crisps

Abstract

This article aims to analyse product characteristics that affect the decision to purchase fried durian chips using conjoint analysis techniques. Data was collected through questionnaires and taste tests by 200 participants who consumed durian crisp products in Bangkok and the metropolis during March and April 2023. The results revealed that the most important attribute was the flavour attributes, followed by the crisp pattern, the price level, and the method of mixing seasoning powder. When comparing the satisfaction sequence with the characteristic levels before and after the flavour test, it showed that before the taste test, participants were more satisfied with the flavour of Himalayan salt than with corn, but after having tested, they were more satisfied with the corn flavour than Himalayan salt. Whereas other characteristics did not have different satisfaction orders both prior and following the taste testing. Thus, the entrepreneur should prioritise the flavour development of the product and should undergo sensory testing on the target group in order to obtain a flavour that meets consumer preferences.