洛神葵烘焙產品開發之研究

Abstract

洛神葵果實具有豐富的營養價值和獨特的風味，因此在烘焙產品有廣泛應用的潛力。本研究以洛神葵為例，開發應用於烘焙產品並進行消費者感官品評，以確認後續擬定行銷策略的可行性。本研究先將洛神葵製作成果乾蜜餞再將果乾蜜餞製作成果醬餡料，再來製作洛神花麵包和洛神花蛋糕。不同於傳統以糖鹽漬蜜餞的作法，本研究用烤箱烤出蜜餞，時間只要兩個小時就可以全部完成，烘焙做出來的成品，不但可以直接當蜜餞吃，也可以當做麵包、蛋糕的餡料甚至調製成果汁。這種作法不但省時，也可以降低成本。 本研究方法採用量化與質化同時進行。透過試吃活動，進行100位消費者感官品評問卷調查以及購買意願，以及共87位消費者深度訪談。本研究將洛神花創新烘焙產品，組合成九種洛神花麵包套餐，並且依成本加成法訂價；此外規劃通路與宣傳方式以建立行銷組合。烘焙產品開發最重要的是原料選擇以及製作配方與製成的創新，更不能忽略消費者回饋意見。未來針對通路與促銷方式，仍需要更多研究投入才能搭配產品創新而規劃出更具競爭優勢的行銷組合。

Roselle fruit has rich nutritional value and unique flavor, so it has the potential to be widely used in bakery products. In this study, roselle was used as an example to develop and apply to bakery products and conduct consumer sensory evaluation to confirm the feasibility of subsequent marketing strategies. In this study, roselle was first made into dried candied fruit, then dried fruit candied fruit was made into jam filling, and then roselle bread and roselle cake were made. Different from the traditional method of salting candied fruit with sugar, the candied fruit baked in the oven can be completed in just two hours, and the finished product can be eaten directly as candied fruit or as a filling for bread, cake, and drinks. This approach not only saves time, but also reduces costs. The method of this study was carried out simultaneously with quantification and qualitative. Through the tasting activity, 100 consumers were surveyed on sensory tasting and purchase intention, and a total of 87 consumers were interviewed in depth. This study designed nine kinds of roselle bread packages based on the opinions of respondents, and priced each package using mark-up method, while distribution channel and promotion tools also included in marketing mix of each package. marketing channel strategies should be used as a reference for other industries. It is worthy to mention that the most important thing for development of bakery products is the choice of raw materials, the innovation of production and production, and the feedback from consumers. In the future, more research investment is still needed for channels and promotion methods in order to plan a more competitive marketing mix with product innovation.