Ginseng is now increasingly popular in Thailand because of its multifunctional health properties. However, the recognition and acceptance of ginseng food products in Thailand have been limited. The objectives of this research were to investigate consumer attitudes toward ginseng products and to obtain useful information to develop ginseng food products that meet the expectations of Thai consumers. Consumer surveys and focus group interviews were conducted. The 430 respondents participated in the consumer surveys. Six focus group interviews (n = 51) were also conducted. Results showed that most Thai consumers know ginseng. Ginseng is representative of a healthy image. Consumers wanted new products, such as beverages, and this product should be easily absorbed or digested. For focus group interviews, older participants (more than 40 years old) had positive impressions toward ginseng food products in contrast to young participants. Participants were concerned about convenience, price, and taste and aroma of new ginseng products. PRACTICAL APPLICATIONS: The study of Thai consumer attitudes and expectations of Korean ginseng products posed an interesting challenge and could provide information for promoting Korean ginseng in Thailand. The results of this research can be used for idea generation and further development studies on ginseng products. Advertisement and education may also increase consumption of ginseng food products among Thai consumers.

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了解泰国消费者对人参食品的态度和期望

人参因其多功能保健特性，现在在泰国越来越受欢迎。然而，人参食品在泰国的认可度和接受度一直有限。本研究的目的是调查消费者对人参产品的态度，并获得有用的信息来开发满足泰国消费者期望的人参食品。进行了消费者调查和焦点小组访谈。430 名受访者参加了消费者调查。还进行了六次焦点小组访谈（n = 51）。结果表明，大多数泰国消费者都知道人参。人参是健康形象的代表。消费者需要新产品，例如饮料，而该产品应易于吸收或消化。对于焦点小组访谈，与年轻参与者相比，年长参与者（超过 40 岁）对人参食品有积极的印象。参与者关注新人参产品的便利性、价格以及味道和香气。实际应用：研究泰国消费者对高丽参产品的态度和期望提出了一个有趣的挑战，可以为在泰国推广高丽参提供信息。这项研究的结果可用于人参产品的创意和进一步开发研究。广告和教育也可能增加泰国消费者对人参食品的消费。实际应用：研究泰国消费者对高丽参产品的态度和期望提出了一个有趣的挑战，可以为在泰国推广高丽参提供信息。这项研究的结果可用于人参产品的创意和进一步开发研究。广告和教育也可能增加泰国消费者对人参食品的消费。实际应用：研究泰国消费者对高丽参产品的态度和期望提出了一个有趣的挑战，可以为在泰国推广高丽参提供信息。这项研究的结果可用于人参产品的创意和进一步开发研究。广告和教育也可能增加泰国消费者对人参食品的消费。