The study of consumers' perception and purchasing decision toward non-dairy milk products in Thailand

Name: Phachara Rungrojvithayakul

keyword: Non-dairy milk

; Plant based milk

; Milk alternatives

; Seed based milk

; Purchasing decision

Abstract: This project is a contemporary topic in applied marketing that focused on an important health issue of Thailand. Drinking milk is widely popular in the Thai market due to its nutrients that are essential for human health while the popularity of non-dairy milk is increasing due to some groups of consumers, who believe that consuming dairy milk may cause negative health effects. There were three research objectives for this study which were (1) to identify consumers’ perception toward non-dairy milk products, (2) to determine the factors that affect the purchasing decision for non-dairy milk products, and (3) to identify the triggers to change from being a non-consumer to a regular consumer. The popularity of non-dairy milk is rising due to some groups of consumers, who believe that consuming dairy milk may cause negative health effects. In addition, the trend of consuming a healthy diet has recently come in vogue, which has resulted in consumers eating hygienic food ; moreover, plant-based nutrition is one of the popular choices in consumers’ minds. While the non-dairy milk market has been dominated by soy milk, other plant-based milk products that have entered the Thai market are still in the early stage and show huge opportunities to expand in this market. The research findings showed heavy users believed that taste and health benefits had more important attributes than the light users thought. In contrast, the light users believed that the social trend was a more important attribute than the heavy users when making a purchase. A regular customer believed the most in product nutrients including unsweetened, low calories, high protein and low fat. Furthermore, the marketing mix of the products was given less priority when purchasing non-dairy milk. For non-consumers, the result showed that the most effective purchase trigger was in the product novelty ; such as, a creative menu followed by product taste, benefits, and product value in terms of the marketing mix. This study would help managers to understand consumers’ perception of the purchasing factors and purchasing triggers that could truly respond to the needs of Thai consumers and could lead to an increase in the purchases of non-dairy milk products. In order to increase the number of regular users, marketers should have effective communication on product nutrients at the sales point and on social media. In addition, the company should launch new products that are convenient and suitable for a snack during the day, especially new plant-based or value added products that could be priced more than basic soy milk. To transform non-users to become users, marketers should innovate tasty creative menus for a free tasting marketing activity, conduct interesting advertisements making consumers perceive the great health benefits, as well as initiate promotions to gain an increase in the customer trial. In conclusion, the company should conduct promotions to increase the customer trial rate.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hoffman, K. Douglas

Role: advisor

Created: 2018

Modified: 2021-06-15

Issued: 2021-06-15

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2018.377

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

©copyrights Thammasat University

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