Bamboo shoots are a well-known dish in Thailand, particularly the Tong Sriprachin variety, produced by small businesses in Prachinburi, a region known for its commercial potential. However, there is an opportunity to enhance this product and sell it for different market segmentation. This study explores consumer behavior, intentions and preferences of local products using a mixed methods approach. Qualitative focus group discussions with actors in the bamboo food supply chains revealed 25 marketing mix items, which were further analysed using an online consumer survey. Multivariate analyses highlighted the key factors. The logistic regression showed significant overall acceptance (P<0.05) for boiled and pickled bamboo shoots, which are the original products. Meanwhile, preserved bamboo shoots, kimchi bamboo shoots and bamboo shoot soup also received significant acceptance (P<0.05) based on their colour and appearance. This suggests a growing awareness of food attributes in new products, which results in the purchase probability. Principal Component Analysis (PCA) mapping revealed that factors such as deliciousness, safety and convince significantly influence purchase intentions. Price remains the primary concern for original products, but nutrition and food standards also impact purchasing decisions for new products. Consumer preference quantitative assessments indicated that original products scored higher in sensory evaluations than new products. Colour, flavour, and texture in new product development must align with intentions and also market segments. Entrepreneurs are encouraged to optimize pricing and management and utilize appropriate technology to enhance competitiveness based on local resources and innovative products.
