A Study of Market Demand, Acceptance and Consumer Satisfaction Toward Processed Pond Snail Chili Paste Products
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Abstract
This research aimed to investigate market demand, product acceptance, and consumer satisfaction toward prototypes of processed pond snail chili paste. Using a mixed-methods research design, the methodology was divided into two parts: qualitative research and quantitative research. For the qualitative approach, data were collected through in-depth interviews with a purposively selected target consumer group of 12 individuals. For the quantitative approach, data were collected using questionnaires administered to 154 general consumers. The qualitative data were analyzed using content analysis, while the quantitative data were analyzed using descriptive statistics, including percentages, means, and standard deviations.
Regarding market demand and product acceptance, the results showed that the majority of the target group (41.67%) expressed a moderate level of interest in the processed pond snail chili paste products, stating that they would purchase them only if they were assured of the products’ taste and value. Their purchasing intention was primarily driven by the expectation of a guaranteed delicious flavor. Furthermore, 33.33% of the respondents indicated that they would definitely purchase all three flavors of the processed pond snail chili paste products if they were commercially available.
Regarding consumer satisfaction with the three prototype products—namely, Narok pond snail chili paste (highly spicy), Sawan pond snail chili paste (mildly sweet and spicy), and Pond Snail Chili Paste in Oil—the findings revealed that most consumers were highly satisfied with all three prototypes, with satisfaction rated at the highest level. Ranked from the highest to the lowest mean satisfaction scores, the products were Sawan pond snail chili paste ( = 4.70, SD. = 0.62), Narok pond snail chili paste ( = 4.69, SD. = 0.57), and Pond Snail Chili Paste in Oil ( = 4.63, SD. = 0.68).
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