PRODUCT CONCEPT DEVELOPMENT OF FUNCTION CHINESE PASTRY BUN FOR CONSUMER IN KHON KAEN MUNICIPALITY

Abstract

The objective of this research was 1) to survey the market conditions of Chinese pastry bun products in Khon Kaen Municipality; 2) to study functional Chinese pastry bun fillings that align with consumer needs in Khon Kaen Municipality; 3) to examine consumer behavior, attitudes, marketing mix factors, and preferences toward functional Chinese pastry bun fillings among consumers in Khon Kaen Municipality; 4) to develop functional Chinese pastry bun product concepts that meet consumer needs in Khon Kaen Municipality; and 5) to test functional Chinese pastry bun product concepts among consumers in Khon Kaen Municipality. This study employed a mixed-methods research approach consisting of market surveys, focus group discussions, questionnaire data collection from 120 respondents, and product concept testing with 60 respondents by measuring purchase intention. The findings led to the development of three product concepts: 1) healthy Chinese pastry with golden mung bean filling, 2) healthy Chinese pastry with black sesame filling, and 3) healthy Chinese pastry with mixed filling (golden mung bean, black sesame, red bean, and black bean). The product concept testing results, measured by probably buy and definitely buy responses, indicated that the healthy Chinese pastry with golden mung bean filling and the mixed filling concept received consumer purchase interest of 95.00% and 86.66%, respectively. Therefore, these concepts demonstrated potential for further product development, production, and commercialization.

Keywords: Function Chinese Pastry Bun, Product Concept Development, Product Concept Testing, Consumer Behavior