The desirable product features for urban farming kits in Thai market

Name: Supajet Trakarnsiriwanich

keyword: Urban farming kit

LCSH: Urban agriculture -- Thailand

; Organic food

LCSH: Natural foods -- Thailand

; Healthy product

; Customer behavior

; Consumers' attitude

Abstract: The desirable product features for urban farming kits in Thai market is the study that focuses on studying customer behavior toward urban farming kits, the small DIY set for plant the vegetable such as small sunflower, mushroom or the mint, in aspect of perception, attitude and behavior in order to develop the desirable features for this product. The farming kit is an attractive products that matches with the needs of many people in a developed county but it is still lacks of development in Thailand. The research objective is allocated in many areas to cover all related factors in order to design the most desirable product features. The study perspective starts from the industry overview, exploration of customer perception, measurement of customer attitudes, describe the segmentation and measure the key important factors in purchasing the product. From the research results, there are 3 groups of people who are interested in the product 1. People who like cooking 2. People who like to plant the tree 3. People who are considering an organic and healthy product. Although the concept of urban farming kit in Thailand is very attractive but there are many barriers in current market that obstruct the product especially in channel and communication

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Miller, Kenneth E.

Role: advisor

Created: 2015

Modified: 2564-09-02

Issued: 2021-09-02

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2015.869

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

©copyrights Thammasat University

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