Consumer acceptance on product diversification of Bengkirai (Shorea laevis): Attitudes, expectations and perception

Abstract

Bengkirai/Irai (Shorea laevis) is one of the potential species of Dipterocarps that is widely known as an antioxidant source that it can be utilized as a traditional herbal medicine for forest communities in East Kalimantan. However, no product diversification of Irai was introduced in the industrial scale yet. This study is therefore intended to introduced some products diversification of Irai as featured NTFPs products to give better understanding that herbal medicine is not a herbal product that it has been bitter tastes or old-fashioned. Besides, this study is also aimed to compare the difference in consumers' attitudes, expectations, and perceptions towards product diversification of Irai if they have or do not have experience with those products. In this study, some products diversification of Irai were introduced, and divide into beverages (Irai tea and Irai beer) and desserts (Irai Plain Pudding and Irai silky Pudding). Organoleptic or consumer sensory analysis of these products was tested on 50 adult panelists by using a Hedonic scale with 5 classifications (very dislike, dislike, neutral, like, and very like). Data analysis was performed descriptively by using Excel and presented in the graphic. If organoleptic assessment that significantly affected observational variables, then advanced test (T-test) followed by using SPSS 16. Sensory analysis for dessert products showed there was a statistically significant difference in taste (T-test = 0.005) and flavor (T-test = 0.01). While there was no significant difference in all sensory parameters in beverage products. A recent study was also indicated that these products provided 2-3 times the economic benefit. It means these products need to be developed into a new business by developing an entrepreneurial spirit for improved a local community's income.