Characterizing black galingale wine and mulberry wine that accommodates consumers' wants in the Northeastern region of Thailand (Thai)

Abstract

      The objectives of this research were study the consumers' behaviours in purchasing galingale wine and mulberry wine as well as marketing factors influencing their buying decision and attitude toward both wine. Moreover, the product characteristics of galingale wine and mulberry wine that satisfy the requirements of target group were also described. The research methods comprised of both experimental research and field survey research. For the experimental research, the sensory test in term of wine quality was evaluated by 35 testers. The field survey research was conducted by using questionnaire as a data collection tool. The respondents were 406 wine consumers who were 20-60 years old and live in the Northeastern region and have ever bought local Thai wine in the last three months. The data obtained from the survey were analyzed with descriptive statistics.

      The results from sensory test indicated that quality of both black galingale wine and mulberry wine implied the low quality of products. Their suggestions to improve the wine's qualities should consider on enhancing intense dark color and increase both clearness and aroma of the products. The results from field survey revealed that the most of all respondents never purchase both galingale wine and mulberry wine. This was due to unavailability of those products in the market. However some respondents who had ever purchased these specific wines, fairs and exhibitions were considered as venue for purchase. The reason for purchase black galingale wine and mulberry wine was the believing in medical properties and self-indulgence purpose, respectively. The most influential marketing factors to make decision in purchasing the black galingale wine were distribution channels and promotion, respectively whereas the mulberry wine were product characteristic and price, respectively. Regarding the consumes' attitude, their perception to black galingale wine to provide healthy promoting and relieve impotent symptoms. The perception of mulberry wine was an herbal beverage provided healthy benefits but questionable about medicinal properties. The product characteristics of black galingale wine should be sweet, dark, aromatic, acquire beautiful and modern package, possess salient brand identity, and labeled by a galingale picture as a brand symbol. The product characteristics of mulberry wine should be red, aromatic, acquire mellow taste and be labeled by a mulberry picture as a brand symbol. Finally, this result could be used as a guideline to produce the black galingale wine and mulberry wine in the line of both markets' need and consumers' want.