Perception of young educated consumers towards ready-to-drink milk brands in Bangkok | |
| Author | Finch, Justin Arnold |
| Call Number | AIT RSPR no.AB-10-02 |
| Subject(s) | Brand name products--Thailand--Bangkok Consumers--Thailand--Bangkok Dairy products--Thailand--Bangkok |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Agri-Business Management, School of Environment, Resources and Development |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. AB-10-02 |
| Abstract | In the present world economic scenario when most of the countries have liberalized their economies, the consumers are flooded with wide variety services and products being offered by the companies. To maintain their market position the companies have started branding their product offering in order to have an edge in the market. Thailand is also experiencing this branding phenomenon especially when looking through the food industry perspective where trust and quality have an important role to play for the success of the concerned product. Same holds true for the ready-to-drink milk segment of the market where different companies both national and international are vying for their share in the market. Hence, the companies have branded their products in such a way so that it communicates trust and quality to the consumer. The research study aims at finding out the perception of the young educated consumers towards the different ready -to-drink milk brands available in the market in Bangkok region by knowing the level of brand awareness, factors affecting purchasing decisions and consumers association with the ready -to-drink milk brands. The study shows that the brand with the complete package of good quality, good taste, availability and reasonable pricing had the edge in the market with Foremost, Dutch Mill, Lactasoy and Vitamilk the brand leaders. |
| Year | 2010 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. AB-10-02 |
| Type | Research Study Project Report (RSPR) |
| School | School of Environment, Resources, and Development (SERD) |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Soni, Peeyush; |
| Examination Committee(s) | Athapol Noomhorm;Anal, Anil Kumar; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research studies project report ; no. AB-10-02 |