|
KMID : 1134820200490020196
|
|
Journal of the Korean Society of Food Science and Nutrition
2020 Volume.49 No. 2 p.196 ~ p.205
|
|
|
A Study on the Purchasing Behavior and Choice Characteristics of the Infant Convenience Food in Thai Customers
|
|
Yang Jung-Su
Hong Wan-Soo
|
|
|
Abstract
|
|
|
|
This study identified the purchasing behavior and the selection attributes of Thai consumers toward convenience food made for infants. An online survey was done on married Thais over the age of 20 years with infants. Regarding the Thai consumers’ purchasing behavior for infant convenience food, the mean cost spent for every infant convenience food purchase was approximately 337 baht. ‘Normal’ for purchasing frequency, ‘sufficient nutrient intake’ for the reason of purchase, ‘jelly’ for the food form, and ‘three servings’ for the packaging unit were the most reported items in respective categories. Consumers purchased infant convenience food mostly as a meal, and preferred refrigeration as a storage method. The most suggested places of purchase were department stores and large discount mart. The important attributes for selecting infant convenience food were nutritional value, sanitation, and freshness, while reputation from others, labor-saving, various menus, and timesaving were the satisfaction attributes. Importance-Performance Analysis placed factors such as taste, freshness, sanitation, nutritional value, and reasonable product price in the high performance and high importance areas, indicating that these qualities should be maintained. Furthermore, Thai consumers favored packaging using character designs the most. Overall, the development of an infant convenience food that reflects the Thai consumers’ consumption pattern, purchasing behavior, preferred ingredients, and cooking method should be encouraged.
|
|
|
KEYWORD
|
|
|
Thai customer, infant convenience food, purchasing behavior
|
|
|
FullTexts / Linksout information
|
|
|
|
|
Listed journal information
|
|
|
|