Objective - This study aimed to investigate Thai customers' preference to chili sauce using conjoint analysis (henceforth CA).

Methodology/Technique - The participants of the study were residents of Sakon Nakhon, Nakhon Phanom and Mukdahan, Thailand. Data were collected with a stratified sampling technique and 420 usable questionnaires were considered.

Findings - The participants of the study were residents of Sakon Nakhon, Nakhon Phanom and Mukdahan, Thailand. Data were collected with a stratified sampling technique and 420 usable questionnaires were considered. Conjoint Analysis indicates that consumers attach the most importance to a reasonable price, which is 45 baht. Since price is related to quality, good quality products must have a reasonable price. The flavor is the second priority. Consumers tend to prefer a hot & sweet flavor, yet too hot is not ideal, hot should be combined with a sweet flavor to make it smoother. In addition, consumers prefer a combination of herbal ingredients with organic chili, given the growing healthy trend in Thailand. Consumers then prefer an organic chili sauce with herbal ingredients that promotes good health. In terms of packaging, consumers prefer a squeezable product, rather than a bottle.

Novelty - This paper will study the preferences of consumers with regards to the product; not much research on these topics has been undertaken. It could assist the company in knowing how to produce the product to respond to the customer's demand.

Type of Paper - Empirical.

Keywords: Chili sauce; Conjoint analysis; Consumer preferences; Customer satisfaction; New product development

JEL Classification: M31, M39.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol5.4_4.html

DOI: https://doi.org/10.35609/jmmr.2020.5.4(4)

Pages 226 – 233