| Author | Chamapan Subyen |
| Call Number | AIT RSPR no. SM-00-57 |
| Subject(s) | Market share--Thailand
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| Note | A research study report submitted in partial fulfillment of the requirement for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-00-57 |
| Abstract | Since the middle class life-style and the adoption of Western-oriented consumerism have emerged and expanded, the Western-style consumption has dominated the Thai society. Sausages are one of the favorite western foods among Thai consumers. Nowadays, leading sausage producers are starting to produce premium (A) and B grades to serve the market instead of the C grade sausages which provide low profits. This research study has mainly been conducted to analyze the consuming behavior for sausages at the kiosk as well as packed sausages at the supermarket particularly premium grade sausages, by raising the case study of S&P sausages. The results from kiosk and supermarket respondents reveal that the prospect customers probably choose to purchase S&P sausages at the kiosk and the supermarket. Nevertheless, the respondents prefer good quality of meat/pork/chicken, better taste, clean appearance, no artificial colors and no preservatives. Furthermore, brand image or reliability of sausage producers is also an important attribute which consumers consider when deciding to purchase sausages at the supermarket and the kiosk. |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-00-57 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Bechter, Clemens;Swierczek, Fredric W. ; |
| Scholarship Donor(s) | Asian Institute of Technology (Partial Scholarship); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |