Consumer Preference for Jackfruit Varieties in Malaysia

Author(s): Norhashila Ismail and Bisant Kaur

Keywords: Tekam Yellow, Mantin, Mastura, jackfruit, consumer behaviour, taste test, Malaysia, consumer preference

DOI:
 

Full text download here

Abstract: Artocarpus heterophyllus Lam., or jackfruit, is a non-seasonal plant with many uses. There are new varieties of this fruit with unknown consumer acceptance to its taste, aroma and texture. A fruit party was held to conduct to study on the consumer preference or three varieties of jackfruit, i.e. Tekam Yellow, Mastura and Mantin. A total of 251 respondents participated in this study. The taste test was carried out single-blind i.e., the varieties of jackfruit tested were not known to the respondents and they were asked to give their opinions using a Likert scale. The survey found that the main characteristic that should emphasized is the pulp texture being less juicy. Nevertheless, the sweetness and the aroma were also important. Consumers generally preferred the Tekam Yellow variety because its texture was less juicy, and because it tasted sweeter than Mantin and Mastura. It was also found that colour does not significantly affect the consumer preference. Malaysian consumers generally prefer fresh fruit which is sweet rather than sour. Even though consumers generally like juicy fresh fruit, producers and marketers still need to ensure those traits do not interfere with the crunchiness of the fruit. The study concluded that agricultural researchers need to focus on new varieties of jackfruit which are less juicy, but still sweet.

References

Awang, M.R. (2011). Ciri-ciri varieti nangka. Lembaga Pertubuhan Peladang.

 

Dardak, R.A. (2011). Pemasaran buah-buahan untuk pasaran tempatan. AGROMEDIA Bil.35 2/2011. MARDI: Serdang.

 

Elevitch C.R., & Manner H.I. (2006). Species profiles for Pacific Island agroforestry. Retrieved from http://www.traditionaltree.org

 

FAMA (2001). Siri panduan kualiti nangka. FAMA : Kuala Lumpur.

 

FAMA (2004). Analisis industri komoditi nangka. FAMA: Kuala Lumpur.

 

Foxall, G. (1984). Predicting consumer choice in new product development: Attitudes, intentions and behaviour revisited. Marketing Intelligence & Planning, 2(1), 37- 52.

 

Haq, N. (2006). Jackfruit: Artocarpus heterophyllus. Southampthom Centre for Underutilised Crops, University of Southompton, Southampton: UK

 

Horsburgh, C., & Noller, J. (2005). Exotic tropical fruits and vegetables, category marketing opportunities. Rural Industries Research and Development Corporation: Australia.

 

Kappel, F., Fisher-Fleming, R., & Hogue, E.J. (1995). Ideal pear sensory attributes and fruit characteristics. HortScience, 30(5), 988-993.

 

MoA. (2012). Perangkaan agromakanan 2011, Kementerian Pertanian dan Industri Asas Tani Malaysia: Putrajaya.

 

Ritthiruangdej, P., Srikamnoy, W., & Amatayakul, T. (2011). Optimization of jackfruit sauce formulation using response surface methodology. Kasetsart Journal (Nat. Sci.) 45, 325-334.

 

Weinberger, K., & Lumpkin, T.A. (2006). High value agricultural products in Asia and the Pacific for small-holder farmers: Trends, opportunities and research priorities. Workshop on “How can the poor benefit from the growing markets for high value agricultural products”, October 3-5 2005, CIAT, Cali, Colombia.

 

Zulkepli, S.A., Hassan, H., Ismail, N., & Nuri, F.A.M. (2011). Khasiat semulajadi buah buahan tropika. AGROMEDIA Bil.35 2/2011. MARDI: Serdang.