Abstract:
Consumers around the world began to awake and have turned their attention to more health care. The
production and consumption of healthy products is likely to increase. This research aims to study the
factors that affect the acceptance and purchase intention of consumers to new products that produced
by broken-milled rice and by-product of organic Hommali Rice in Roi-Kaen-Sarn-Sin of Thailand.
The data was collected by the field surveys with consumers in Thailand that buys and consumes the
dietary supplements products from broken-Milled and by-product of Organic Hommali Rice
agricultural products or natural materials 269 samples in Bangkok and 311 samples in Khon Kaen
province for study the relationship of product attributes with the acceptance and purchase intention
of consumers by multiple regression analysis; It was found that consumers like smelling of the
Broken-Milled organic rice cereal powder mixed drink product and overall of organic rice pudding
cake. If the actual distribution, customer may be purchase both products. The developing the dietary
supplements products in the composition of the product (primary benefit/nutrition, quality,
packaging, branding, and product expectations) and the commercial production (price/value of the
price, marketing communication, and distribution) influence to the acceptance and purchase intention
to buy dietary supplements products from broken-Milled and by-product of Organic Hommali Rice.
