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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
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Consumer Insight
The consumer insights for mangosteen in Chinese market are reflected in
the promotion contents of the sellers (Figure 4.6), positive keywords in the
promotion message and negative comments from customers (Figure 4.7).

From analysis of the promotion message and feedback by customers, the
positive key words for category mangosteens include “Queen of fruits” (for
matching durian), “Long periods for nutrition accumulation”, “Hand picked”,
“Pure white fresh & beautiful purple skin”, “Soft & melted in the mouth” and
“Refreshing”. The most frequent complaints are: “Hard as rock, can not open”,
“Thick skin & little flesh”, “Not fresh and rotten”.

Methods for “Knowing the number of sections inside by counting the petals
on top of the fruit”, “Opening the fruit”; “Size of each grade”, and “Illustration
that the fruit is still edible despite certain blemish on the skin” are popular
topics for consumers.
11. P110 figure 4.6 （Revised）
Figure 4.6 Promotion Contents for Mangosteen in Chinese Market

Grade of Mangosteen Methods of Counting the Sections

Methods of Opening the Fruit Methods of Judging Quality

Source: Compiled by CASPIM
Graph Credit: 1) sohu.com; 2) efoodline.com; 3) zhuanlan.zhihu.com; 4) laitimes.com
Graph Credit: 1) sohu.com; 2) efoodline.com; 3) zhuanlan.zhihu.com; 4) laitimes.com

110 Market