Consumer attitude and behavior towards health and wellness bakery in Bangkok

Name: Khaekwan Boonsansaard

keyword: Health and wellness

LCSH: Consumer behavior -- Thailand -- Bangkok

; Bakery products

LCSH: Bakeries

; Consumer attitude

Abstract: As a result of increasing consumer health concerns, the health and wellness trend in Thailand has recently continued to grow. This study is a contemporary topic in applied marketing. The subject area of marketing knowledge is health. The objectives of the study are to explore and understand consumer attitude along with consumer behavior towards health and wellness bakeries in Bangkok. Furthermore, the intention is to examine the segments of health and wellness bakery consumers as well as to identify the key success factors that influence consumers to purchase health and wellness bakery products. The findings of this study will assist health and wellness bakery producers and retailers to better understand consumers so that they would be able to leverage their understanding and become more well-aimed with regard to new product development and effective marketing strategies. The research methodology is comprised of both secondary and primary research. The secondary research is employed in order to collect general information about the health and wellness industry in Thailand. The primary research includes both qualitative research and quantitative research. In-depth interviews were conducted with 10 respondents to examine valuable insights and underlying motives of the consumers, whereas the online questionnaire was conducted to gather information from 195 respondents. The Statistical Package for the Social Sciences (SPSS) program was used to analyze and interpret the quantitative data. The key findings show that there are three consumer segments for health and wellness bakery products in Bangkok ; namely 1) Challenged but Mindful, 2) Busy but Healthy and 3) Young Fit and Firm

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Zerrillo, Philip C.

Role: advisor

Created: 2016

Modified: 2021-06-09

Issued: 2021-06-09

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2016.417

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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