The Development of Innovative Product Concept: A Case of Organic Rice in Thailand
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2017, Vol 0, Issue 1
Abstract
Due to today competitive business environment and the dynamic of consumer behavior, especially their never-ending wants and demands, the product development is therefore essential for any organizations. In the new product development process, the concept development (product idea, product concept and product image) and testing are important steps prior to making decision on commercialization. This research aims to explore the new ideas in developing the innovative products using new raw material, Organic Rice, as an ingredient. It also investigates the new product concept acceptance and attitude of consumers on the new Organic Rice products in Thailand. This research applied the mixed research methods: qualitative research (literature review and in-depth interviews with 15 certified Organic agricultural manufacturers and processors) and quantitative research (field survey with 213 respondents). The results from qualitative content analysis included the clear details of new product concept development and the relevant target markets for the Organic Rice snack bar and the extracted Organic Rice facial press-powder products. Further, the quantitative research using the questionnaire survey was conducted to test the consumer’s new product acceptance and attitudes on both Organic Rice products. Using SPSS program, the results showed the positive product acceptance of Organic Rice snack bar products with sweetened plant ingredients, rather than using sugar, with reasonable price. The respondents indicated positive buying intension if the product is produced and available in the market. Similarly, the extracted Organic Rice facial press-powder product, positive product acceptance was evident on the mild rice scent in the product, with reasonable price. However, the respondents were unsure whether they would buy the product in the future. This research contributes to the application of new product development in Thailand and other countries with similar products in providing insights to related businesses and practitioners in developing and testing new product concepts.
Authors and Affiliations
Pensri Jaroenwanit, Supot Deboonmee, Uraiporn Kattiyapornpong
Keywords
Related Articles
- EP ID EP265693
- DOI -
- Views 85
- Downloads 0
The Industrial Internet of Things from a Management Perspective: A Systematic Review of Current Literature
The Industrial Internet of Things (IIoT) refers to a novel manufacturing paradigm. In its core, it enables real-time, smart, horizontal, and vertical connection of machines, objects, and people resulting in a smart facto...
CSR and Sustainable Development – Two Concepts with Different Beginnings and a Common Future
The concepts of Corporate Social Responsibility (CSR) and Sustainable development have emerged as separate independent units in different historical periods, but today their content, orientation and tools are basically i...
Agro-Tourist Boarding Houses in Romania: Is their Online Positioning Designed to Be Effective?
Do the Romanian agro-tourist boarding houses design online positioning able to have an effective impact on the target customers? The answer to this question may have critical consequences for the competitiveness, profita...
Experiential Marketing and Advertising Efficiency – a Marketing Experiment
The present paper describes a marketing experiment which studied the influence of music on advertising. It was shown that with the help of music, ads can be viewed for longer periods, demonstrating once again that humans...
Identifying Competitive Advantages for Territories
Territories like businesses struggle in an ever stronger competitive environment. The opening of markets and the free transfer of information about every spot in the world to every spot on Earth almost instantly as well...