Managing fresh food quality and its private label : case study of a modern retail company in Thailand | |
| Author | Phanwadee Oraphan |
| Call Number | AIT RSPR no.SM-06-78 |
| Subject(s) | Food--Quality Food industry and trade--Thailand--Quality control |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-78 |
| Abstract | Thai economic conditions are favorable for modern trading business as a result of income growth with increasing urbanization, changing consumer preferences, changing in eating habit, increased infrastructure development and demographic and cultural and social changes. In Thailand, over the past years, Thai consumers' concern has arisen over food hazards due to the food safety campaign as well as the trend of global food safety standards. Therefore, to add value of fresh food products with special quality systems, most Thai safe fresh food producers create their own brands to differentiate their safe fresh food products from generic products. Moreover, quality and price strategy of company should have been determined in order to increase sale. This research study consists of two parts in aspect of fresh food product quality, focusing on fresh produce products which have variety of quality and price in the market place. In the first part, managing fresh food quality in modern retail company has been surveyed to understand its system as well as fresh food private label which company applied for fresh food products. For the other part, researcher also conducted the consumer survey to investigate modern retail store's customer behavior, perception, attitude, knowledge and willingness to pay towards fresh produce purchasing. Consumer survey deeply focus in branded fresh produce products that add some special quality attributes value to figure out the price and quality equity which can response consumers' needs. |
| Year | 2006 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Venkatesh, Sundar; |
| Examination Committee(s) | Donyaprueth Krairit ;Sununta Siengthai |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2006 |