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Nattanun Sirisurapong. An investigation of consumer perspectives toward healthy food products. Master's Degree(Marketing). Thammasat University. Thammasat University Library. : Thammasat University, 2017.
An investigation of consumer perspectives toward healthy food products
Name: Nattanun Sirisurapong
keyword:
Healthy food product
;
Organic
Abstract:
The study of perspective of consumer toward healthy food products is a trending topic in applied marketing which focuses on the marketing knowledge. Nowadays, due to tight schedules and fast-paced lifestyles, people tend to seek what makes their life easier. Healthy food products have become one of the most popular options among Thai consumers in order to boost up their health. Many start-ups took this phenomenon as advantage and started their businesses providing clean food delivery to consumers via both online and offline channel. In order to understand the insight of consumers, qualitative and quantitative method were employed. The exploratory research includes secondary research and in-depth interview for the consumers insight information were also utilized. After that, the descriptive research, in this case, a questionnaire was conducted with 289 respondents through online survey website. Then, the data was analyzed by using SPSS. The result of survey displays that consumers can be divided into three groups using four different factors: social influence, promotion influence, flavor influence and quality influence. The groups of consumers can be categorized as (1) worth concern, (2) social concern and (3) flavor concern. Worth concern consumers are concern about the quality, calories, nutrition and promotion and variety of the product. Social concern consumers are influenced by social trend, blogger, friends and family. Flavor concern consumers looking for good taste of healthy food and also convenience to purchase. Therefore, the key finding from this research will be develop to marketing activities by price, place, product and product.
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Hoffman, K. Douglas
Role:
advisor
Created:
2017
Modified:
2021-04-22
Issued:
2021-04-22
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Science
Level: Master's Degree
Descipline: Marketing
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.030965 วินาที
Nattanun Sirisurapong
| Title | Contributor | Type |
|---|---|---|
| An investigation of consumer perspectives toward healthy food products
มหาวิทยาลัยธรรมศาสตร์ Nattanun Sirisurapong | Hoffman, K. Douglas | วิทยานิพนธ์/Thesis |
Hoffman, K. Douglas