Consumer Survey on the Acceptance of Goji Berry Jelly Added with Edible Bird Nest among TARUC Community

Wong, Xiao Hong (2018) Consumer Survey on the Acceptance of Goji Berry Jelly Added with Edible Bird Nest among TARUC Community. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The aim of this study was to investigate the acceptability of consumer on goji berries jelly added with edible bird’s nest among Tunku Abdul Rahman University College (TARUC) community by using cross-sectional study. Goji berry (Lycium barbarum) and edible bird’s nest (EBN) are both well-known in China since many years ago due to their beneficial nutritive value. A total of 300 respondents participated in this cross-sectional study by using simple random sampling technique. Part A of the questionnaire was to know the demographic of participants. The behaviour and knowledge of participants were known by part B of questionnaire. Part C was about participant’s feedback on the idea of this product. All these data were analyzed by using Statistical Package for Social Science (SPSS) in order to evaluate the frequency of each answer from different question. Results from part B showed that, most of participants watch any healthy food show or read any healthy eating article (67.3%), they are willing to spend more on health beneficial but expensive food or supplements (61.3%). From part C, participants buy or consume jelly product at least once a month (40.67%). The most important criteria that affect participants’ buying decisions for jelly product is the nutritive value of the product (42.7%). The expected price range for a box with 6 cups of jelly with edible bird’s nest is RM26.00 and above (33.3%). If the product stated above is available today, at least 40% of the participants are willing to buy this product. A prototype formulation of goji berry jelly added with edible bird’s nest was developed according to the consumer’s preference based on this survey.