Exploring the product attributes of butterscotch sauce made from palm syrup by Kano model

This study revealed key insight into the consumption behavior and product attributes of sauces, specifically regarding butterscotch sauce made from palm syrup, using the Kano model. The sample consisted of 409 participants who responded to a questionnaire, and data were collected through frequency, percentage, mean, and customer satisfaction coefficient. Most participants purchase sauces on a regular basis, with a significant portion using sweet sauces for desserts and beverages, though awareness of butterscotch sauce is mixed. However, there is strong consumer interest in butterscotch sauce products, particularly when packaged in 180-ml plastic squeeze tubes, priced between 101 and 200 Thai baht, and featuring modern design elements. Consumers also value the use of local ingredients and express a high willingness to purchase such products, especially if they include usage guidelines. The study also identified various product attributes of butterscotch sauce made from palm syrup, categorized into indifferent, satisfying, attractive, and reverse attributes based on their impact on consumer satisfaction. Seven indifferent attributes were found, which neither enhance nor detract from consumer satisfaction. These include modern packaging and availability in supermarkets and souvenir shops. Three satisfying attributes were highlighted, such as the completeness of label details and appropriate pricing for quality, which positively influence consumer satisfaction. Attractive attributes, like the brown sugar aroma and the availability of recipes, were identified as key factors that uniquely engage consumers and drive demand. However, the study also revealed two reverse attributes—thick consistency and excessive sweetness—that cause dissatisfaction and require improvement. The satisfaction and dissatisfaction coefficients further emphasize the importance of providing recipes and methods of use while addressing concerns about price and label completeness to enhance overall consumer satisfaction. These findings provide valuable insights for developing palm syrup-based products that cater to consumer preferences.