Consumer behavior towards nutritious functional beverages | |
| Author | Sivalee Deepralad |
| Call Number | AIT Thesis no.AB-13-04 |
| Subject(s) | Consumer behavior--Thailand Beverages--Thailand |
| Note | A thesis summited in partial fulfillment of the requirements for thedegree of Master of Agribusiness Management, School of Management, Resources and Development |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. AB-13-04 |
| Abstract | The research had three objectives, which were to investigate consumers’ buying behavior towards nutritious functional beverages, to study buying decision making of consumers towards nutritious functional beverages, and to identify factors influencing consumer decision of nutritious functional beverages. 100 questionnaires were distributed to sample group in Bangkok area. The data were analyzed by descriptive (percentage, mean, and standard deviation) and inferential statistics (t-test, ANOVA, and Scheffe test). The findings indicated that most of respondents were female (62%), aged between 25-34 years old. They worked as private company officers, had average monthly income 10000-30000 baht, and pursued a bachelor’s degree. They usually bought nutritious functional beverages 1-2 times a week and received product information mainly of TV/radio. The most kinds of nutritious functional beverage that the consumers mostly bought are beverages for beauty, brain and memory. The most influence process in buying decision is post purchase, followed by evaluation, purchase, information, and recognition respectively. The important factors affecting consumers’ buying behavior is price. Price has to suit with quality and also quantities. Other factors are product, place, psychological, promotion, individual and social respectively.The result of hypothesis showed that there are a significance relationship between age and consumers’ buying decision-making processes (information, evaluation, and purchase), education and consumers’ buying decision-making processes (recognition and evaluation), monthly income and consumers’ buying decision-making processes (recognition and information). Moreover there are a significance relationship between education and frequency of consumption and kinds of nutritious functional beverages. |
| Year | 2013 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. AB-13-04 |
| Type | Thesis |
| 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) | Shivakoti, Ganesh P; |
| Examination Committee(s) | Athapol Noomhorm;Soni, Peeyush; |
| Scholarship Donor(s) | Royal Thai Government;Asian Institute of Technology Fellowship; |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2013 |