| Author | Khan, Adnan Aurangzeb |
| Call Number | AIT RSPR no. SM-95-9 |
| Subject(s) | Dairy products--Thailand--Marketing
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master
of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | This report includes the results of a consumer survey on the purchasing behavior of
Thai people towards processed dairy food products like milk, yogurt, cheese and ice-cream.
This survey was conducted in Bangkok metropolitan area for the Office of the Agricultural
Attache, United States Embassy. The survey addressed the following issues in detail:
• The current purchasing behavior of Thai consumers towards processed food products.
• Consumers perception of quality based on factors like brand name, country of origin, price,
store name.
• General attitude and purchasing behavior of consumers in case American products are
launched in Thailand.
A random sample was taken from three different locations, Central Plaza, Tokyu and
Makro. A total number of 240 consumers were interviewed. Due to broad scope and a variety
of products involved in the research the questionnaire was divided into two parts, one for milk
and yogurt and the other for ice-cream and cheese. In addition to this the research also
involved eight in-depth interviews with the members of channel of distribution. The major
purpose of this part was to identify the length of the channel and the major practices prevailing
in consumer marketing, specifically related to these products.
The Thai consumers are not brand loyal when it comes to the purchase of these
products, except for cheese, they prefer to buy the products frequently from supermarkets and
convenience stores close to their houses. Freshness, taste and quality are the major
considerations in the purchase of all these products, while price is not important.
A number of characteristics in the Thai market are very favorable for American
exporters to make a market entry. The consumers though do not strongly agree that American
processed food products will be better than products from other countries but a vast majority
would try American products if they are launched, even if the price of these products are high
as compared to other products in the market. The consumers are willing to switch to new
brands and are influenced by advertising.
Consumers seek high quality in the product and need assurance for this, the market
entrants at this stage will have to do massive sampling of their products. In such a situation
F.A.S. should direct it's activities to specific product category image building rather than image
building for American food products in general. |
| Year | 1995 |
| 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) | Speece, Mark W.
|
| Examination Committee(s) | Igel, Barbara ;Hertzberg, Ellen
|
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |