Consumer's Acceptance to The New Product- Pineapple Jam as Example

Based on the health and environmental considerations, consumers paid their more attention to the pursuit of natural ingredient. In other words, a safe and non-toxic diet is thebasic consideration for the consumers. More consumers pay more attention on natural foods; they gradually change their eating habits. In recent years, many food safety events such as tainted milk, clenbuterol, poison starch, plasticizers etc. have been reported. Consumers tend to buy natural foods, less chemical additives and security food as the primary concern. This study attempts to take the natural pineapple jam as the major structure. And try to add dates and plum into pineapple jam instead of any artificial additives, and enhance the taste level. Meanwhile, differentflavors could derive from the natural products according to the pineapple jam proportion of different formulations. The study expects to be able to create the pineapple jam which is not the same as made by the market products. The study selected 150 consumers of Tainan area to be tested of preferences of sensory evaluation, and SPSS 12.0 statistical software was used as the data analysis of the outcomes of the study. The result found among123 valid questionnaires. The original flavor pineapplejam in its appearance, aroma, stiffness, acidity, sweetness and overall acceptability can be accepted by most consumers and there are significant differences with other products. Consumer also showed their strongest willingness to buy the original flavorpineapple jam and there are significant differences with other products.