Development the Ready-to-Eat Product of Southern Sour “Amphidromous Fish” Yellow Curry by the Participation of Ban Chok Muang Community, Kuan Niang District, Songkhla Province
Keywords:
Amphidromous fish, Ban Chok Muang Community, Southern sour yellow curryAbstract
The purposes of this research were to (1) study the process and production process of southern sour "Amphidromous fish" yellow curry at Ban Chok Muang Community, Kuan Niang, Songkhla Province; (2) analyze product strengths, weaknesses, opportunities and threats; (3) analyze Consumer Trend Canvas of the product; (4) design product labels and packages; and (5) study consumer satisfaction of the product. This research uses mixed methods as follows: (1) participatory action research with the Ban Khok Mueang community, Khuan Niang District, Songkhla Province; (2) quantitative research to study product satisfaction of target consumer. The results showed that there were 4 steps in the production process of southern sour "Amphidromous fish" yellow curry. The study of product satisfaction found that the samples satisfied at the highest level in term of product and satisfied at the high level in terms of packaging, selling price, distribution and marketing promotion.
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