Results: 25 profiles of FF products are formed from the orthogonal design of functional attributes with 5 levels of vitality enhancement, immune enhancement, cerebral nourishment, brain tonic, weight loss, diabetes mellitus; Origin attributes with 3 levels of USA, Europe, Japan; FF form with 2 levels of tablets, capsules; Packaging attributes with 2 levels of glass bottle, tablet; The form of promotion with 2 levels of advertising on the media, consultancy at the retail and Price with 3 levels below 200, 000 VND, 200, 000 - 500, 000 VND and over 500, 000 VND for a smallest packing unit.