The Outstanding Features of Innovative Riceberry Product Influence on Purchasing Intention of Elderly Consumers in Thailand

Abstract

This research aims to determine the features of innovative Riceberry products that consumers required newproducts for the elderly should be an ingredient. Especially, the outstanding features of Riceberry are nutritious, carbohydrates, proteins, fats, fibers, vitamins, and essential minerals for the body. Moreover, including linolenic acid (Omega 3) to nourish the brain and Gamma-Oryzanol reduces cholesterol levels in the blood vessels. In the development product, the researcher used qualitative research through group interviews to find the features in elderly products. The Riceberry ready to drink powder be should and use a survey questionnaire by collecting data from 418 consumers in Thailand. Then, using multiple regression analysis techniques to determine are features of the Riceberry product for the elderly that the customer's concern. In summary, the result found that the factors that statistically significant and consumers concern to purchasing intention Riceberry product are; relief from digestive problems (β = 0.264), penetrates the cells to brighten and lighten dull (β = 0.141), and reduce the risk of diabetes, blood pressure, and blood sugar levels (β = 0.125) respectively. The benefit of research for business commercially, which interested in Riceberry ready to drink powder concept, should component three features that influence on purchasing intention of elderly consumers will have opportunities to succeed in investment.