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Wongsakorn Chatamornwong. Influence of marketing and branding on imported fresh fruits on Thai consumers. Master's Degree(Marketing). Thammasat University. Thammasat University Library. : Thammasat University, 2017.
Influence of marketing and branding on imported fresh fruits on Thai consumers
Name: Wongsakorn Chatamornwong
keyword:
Fresh fruits
Abstract:
Fresh fruit consumption plays significant role in Thailand economy. Despite being one of the best origins for growing agricultural fresh produce, Thailand has been importing a lot of fresh fruits from other origins, particularly those varieties that are not available domestically due to climatic and geographical limitation. Fresh fruits have always been perceived as commodity products, which means the price is purely driven by market or demand and supply situation. Consumers usually choose which products or brands to buy based solely on physical appearance. However, due to the more widened information access across the globe, consumers have been changing. Their concerns about quality, safety and nutritional value of fresh fruits have been raised tremendously. Instead of looking only at the appearance, they also want to know how the fruits were grown, harvest, stored and packed. To address the changing demand of consumer, fresh fruit producers began to implement marketing and branding on their products. Example of successful producers is Dole and Del Monte, which are worldwide recognizable due to their presence in several product categories and countries. This study aims to understand the factor or attribute influencing imported fresh fruit purchasing decision, particularly factor driven by brands and marketing. Data will be collected mainly by in-depth interview and survey questionnaire. The collected data will then be analyzed by SPSS. The research period is from October 1, 2017 to March 31, 2018.
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
0.014022 วินาที
Wongsakorn Chatamornwong
| Title | Contributor | Type |
|---|---|---|
| Influence of marketing and branding on imported fresh fruits on Thai consumers
มหาวิทยาลัยธรรมศาสตร์ Wongsakorn Chatamornwong | Hoffman, K. Douglas | วิทยานิพนธ์/Thesis |
Hoffman, K. Douglas