Marketing Survey on Health Products from Organic Pigmented Rices
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Abstract
Introduction:The demand of organic rice is increasing among the heath concerned people. Butthe organic farming system and/or the value-added rice products are not enoughsupported. The objectives of this study were to survey the market demands andproduct dosage forms of health products from organic pigmented rice. Methods: A cross-sectional study wasconducted by interviewing 500 samples during January 2013 at a populardepartment store in Ubon Ratchathani Province. Descriptive statistics were usedto analyze the data. Results:The study findings demonstrated that the subjects had experience to consume theindigenous pigmented rice such as Kamyai, Red sticky, Malidang and Homnil rice.The main reason of consuming pigmented rice is the high nutritional value. Theyare mostly consumed as cooked rice and the other consumed products aregerminated rice, rice germ, rice drink and rice milk. The subjectsprefer to buy the products from fresh market, department store and OTOP shop.Most of the subjects still want to consume the products according to thenutritional values and safety of products and realized that the cost of organicrice is rather higher than the other rice. The demands of health products fromrice are in the forms of cooked rice, rice milk, rice germ, rice noodle, riceice cream, fermented rice noodle, rice bran oil, germinated rice and ricedrink. The dosage forms could be instant rice powder, tablet and capsule. Incase of cosmeceutical products from rice, they prefer to use lotion, shampoo,powder and cleansing foam with the same price as the other relative marketedproducts. The appropriate place to buy the products should be the departmentstore and the consumer emphasized on the reliability of the manufacturers orproducts. The best way to advertise products is television. Conclusion: In order to promote the consumption of organic pigmentedrice, it should place emphasis on nutritional and health issue and various health product development.
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