Product Development of Fermented Fish Sauce Processing and Feasibility Study of Pasteurized Bottled Fermented Fish Sauce

The study aims to evaluate the feasibility of investing in producing pasteurized bottled fermented fish sauce in Thailand. The study involves in-depth interviews with 20 participants from various Thai organizations associate with fermented fish products. Qualitative data is analyzed by using content analysis. Regarding traditional enterprises, with 2-3 personnel, invested about 1 million baht. The average payback period was 8.31 months, yielding returns above 30 percent. Enhancing consumer trust in product hygiene required improved processes. Conversely, manufacturers revealed larger workforces, with 30-40 employees, and substantial initial investments around 30 million baht. Their extended payback period was 10.40 months generated returns exceeding 25 percent. The greater investment necessitated sustained high-volume production. Manufacturers often balanced in-house and contract manufacturing, even among competitors, to optimize profit. In the context of brand owners outsourcing production, findings indicated a 30,000 Baht initial fee, requiring a minimum order of 10,000 bottles or more for a 6 percent return on investment. Larger orders exhibited lower production costs and higher returns. Compliance with a 1-year product shelf life was crucial for larger orders. The payback period hinged on distribution efficiency. Manufacturers should produce both smell and non-smell products in order to have a variety of products that can meet different groups of consumers.