THE DEVELOPMENT OF THAILAND’S LOCAL WISDOM ON LOW-FAT KRAYASART
(THAI SWEET CEREAL BAR) PRODUCTS, DEVELOPED BY LOCAL PRODUCT GROUPS IN NAKHON NAYOK FOR COMMERCIAL PURPOSES
Arunwaratchaya Bayolsineesayom
Faculty of Business Administration
Jiratana Kriwong
Faculty of Humanities and Social Science
Kingkeaw Sangpaew
Faculty of Nursing
Hemant Kumar Singh
Faculty of Education St Theresa International College, Thailand
*Corresponding Author, Email: suppatchaya@stic.ac.th
Abstract
This research aims to cultivate the shift in production of Nakhon Nayok’s local, traditional product krayasart towards a low-fat variety, which could be utilized commercially. The research aims to study the technological transfer of low-fat krayasart production to local product groups and compare the consumer acceptance level of the low-fat variety. This research applies the mixed methods approach between developmental research and quantitative research. Study results showed that:
1) Low-fat krayasart is produced by reducing the number of raw materials with high fat content and reducing the amount of fat involved in the production process. The taste and nutritional value are improved through the addition of tamarind juice. Moreover, the product appearance is designed to be suitable for younger generations with one type manufactured to be small, brittle sheets and another produced as crispy sticks.
2) In the technological transfer of low-fat krayasart production by Nakhon Nayok’s local groups, it was found that the overall performance after the production transfer was higher as opposed to before the production transfer, with the statistical significance level of .05.
3) Consumer sensory acceptance tests in terms of appearance, color, smell, taste, crispness, and overall consumer preferences are between a good to very good level. During consumer acceptance comparisons, it was found that consumers of krayasart who were younger than 30 years (new generations) accepted the low-fat krayasart products at a higher rate compared to consumers of krayasart with the age of 30 or over, with a statistical significance level of .01.
Keywords: Low-fat krayasart, Development of Local Wisdom, Technological transfer of production