This research is to study about 400 consumers who have purchased and consumed freeze-dried fruit products at retail level in Bangkok, Thailand. The research’s objectives are as follows; 1.To study about general environment and behaviors of consumers who have purchased and consumed freeze-dried durians. 2.To analyze the optimal characteristics of freeze-dried durians using Kano Model to figure out the products’ characteristics which consumers are satisfied with. The results showed that the characteristics which attracted consumers’ satisfactions were identifying durians’ breeds, biodegradable products’ packages, and traceability of an origin of used materials. Characteristics which made consumers more satisfied were similarity of taste to fresh durians, durians’ scents, free product samples, and products’ discounts.  Indispensable characteristics which consumers were unsatisfied if products lacked any of them were labeling healthy choice on products’ packages, and showing nutrition facts.