Organic rice new product screening: customers preference application / Pensri Jaroenwanit and Supot Deboonmee

-, Pensri Jaroenwanit and -, Supot Deboonmee (2019) Organic rice new product screening: customers preference application / Pensri Jaroenwanit and Supot Deboonmee. Insight Journal: International, Refereed, Open Access, Online Journal, 5 (28). pp. 252-265. ISSN 2600-8564


Value adding to new products can be a challenge for organic rice growers, rice mill owners, and food supplement producers. Therefore, the Consumers Preference theory to allow consumers to express through the new product screening and consumers' sensory testing should be examined before the products are sold at the markets. The aim of this study is to analyse new product screening and to test consumers' sensory in order to develop a new product model leading to health supplement. The mixed methods research by survey was used in data collection and data analysis. Broken-milled organic rice (Hommali Rice around Roi-Kaen-Sarn-Sin area in the Northeastern region, Thailand) and its by-products were used for screening and testing. The taste, smell, colour, and the texture preference from the prototype products in the form of cereal powder mixed drink were evaluated. 269 consumers were surveyed for consumers’ preference and 15 rice mill owners were in-depth interviewed through a focus group. Consequently, the most preferred product was the Broken-Milled organic rice cereal powder mixed drinks. A questionnaire was used to survey the consumers' preference factors and possible purchasing intention. The results demonstrate that respondents preferred formula A (3.52), with the flavour added, the colour (3.85), the strong taste (3.58), and the smell (3.56) respectively. The factors leading to purchasing intention is the mellowness of the taste and the aroma, statistically at a significant level of 0.05.


Item Type: Article
CreatorsEmail / ID. Num
-, Pensri JaroenwanitUNSPECIFIED
-, Supot DeboonmeeUNSPECIFIED
ContributionNameID Num. / Email
Chief EditorZainon, Assoc. Prof Dr. SaunahUNSPECIFIED
EditorRaja Ahmad, Assoc. Prof Dr. Raja AdzrinUNSPECIFIED
EditorSoo, Assoc. Prof. Dr. Carolyn Kum YokeUNSPECIFIED
EditorKadri, Assoc. Prof. Dr Mohd HalimUNSPECIFIED
EditorIsmail, Dr. NoriahUNSPECIFIED
EditorMohd Ariff Albakri, Associate Professor Dr. Intan SafinasUNSPECIFIED
EditorKhairani, Dr. Noor SufiawatiUNSPECIFIED
EditorOthman, Dr. Akmal AiniUNSPECIFIED
EditorIsmail, Dr. NorashikinUNSPECIFIED
EditorAhmad, Associate Professor Dr. Syahrul AhmarUNSPECIFIED
EditorMisman, Dr. Faridah NajunaUNSPECIFIED
EditorShamsuddin, Associate Professor Dr. AmanuddinUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal: International, Refereed, Open Access, Online Journal
Journal: UiTM Journal > Idealogy Journal (IdJ)
ISSN: 2600-8564
Volume: 5
Number: 28
Page Range: pp. 252-265
Official URL:
Item ID: 42305
Related URLs:
Uncontrolled Keywords: Sensory Test; New Product Screening; Customers Preference Application; Affective Stage; New Product Development; UiTM Cawangan Johor


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