CONSUMER SATISFACTION TOWARDS A PROTOTYPE OF TOM YUM KHAI KHROP

Abstract

The purpose of this research was to study the levels of consumer satisfaction towards the innovative prototype of Tom Yum Khai Khrop. The sample groups were 40 of consumers who liked to eat Khai Khrop and wanted to try the Innovation prototype of Tom Yum Khai Khrop. The research instrument used for the data collection was questionnaires. The statistics used in the research were the mean and the standard deviation. The results showed that consumers were satisfied with the innovative prototypes of Tom Yum Khai Khrop at highly level ("X" ̅ = 3.60, S.D. = 0.62). When considering each issue, it was found that consumers were highly satisfied with the prototype of Tom Yum Khai Khrop in terms of shape, followed by color, chewy texture, soft texture, and rich taste. Consumers were moderately satisfied with the saltiness and aroma of Tom Yum. Consumers were slightly satisfied with the sourness and spiciness.