Abstract
<p>The objectives of this research were to explore Thai rice consumption behavior and to develop the rice package as perceived by health conscious group of consumers on social media. The research methodology adopted mixed methods by means of marketing survey research and using research results to develop the product and package prototypes. The samples were 71 online-based consumers. The research tool was a questionnaire on general status of respondents and factors of their rice purchasing. Descriptive analysis was for the data analysis. Results revealed that the marketing mix factors affecting the consumers‘ decision to purchase rice comprised the following aspects, 1) product: rice cultivating areas, health benefits, and package, respectively; 2) price: best suit to rice quality, clear price tag, and saving price, respectively; 3) distribution channels: clean distribution sites, convenient transport, and enough car parking spaces, respectively; 4) marketing promotion: sale, discount coupon, and point-of-purchase displays, respectively. These are key issues to be considered. Regarding the label and logo design, the design work needed to present complete and clear information referring to essential quality of the product, and represent distinction and uniqueness. Product design needed to consider how to facilitate convenient transport, convenient use by consumers, i.e. opening-reclosing the package, and strength and firmness to effectively support the product, respectively.</p>
Highlights
Rice has long been the main meal of Thai people
Results revealed that the marketing mix factors affecting the consumers‘ decision to purchase rice comprised the following aspects, 1) product: rice cultivating areas, health benefits, and package, respectively; 2) price: best suit to rice quality, clear price tag, and saving price, respectively; 3) distribution channels: clean distribution sites, convenient transport, and enough car parking spaces, respectively; 4) marketing promotion: sale, discount coupon, and point-of-purchase displays, respectively
The research tool took on a 2-part-questionnaire with part 1 on the background information of respondents focusing on their consumption behavior and choice of good and service; and part 2 on the marketing mix factors that affected the consumers’ decision to purchase rice, including the importance of label and package of rice as perceived by the consumers
Summary
Rice has long been the main meal of Thai people. Thai farmers grow rice to serve Thai people nationwide and export rice to countries worldwide. Every single rice grain we have eaten signifies Thai-ness spiritual and Thai family, and our social, economic, cultural, historical, and religious features. Home delivery business continues to grow as we sometimes like to have some other new and different dishes more at home, while cooking classes on media are available at home with further development and updated reports. New generations are educated on how to prepare health food with good taste since this body of knowledge can provide life-long benefits. Integration of technologies to access websites or for information search has been increasing, more health related websites and blogs are available, and competitions on social media has become more intense. The eco-trend or environmental trend has been more popular, the focus is on goods and services friendly to the environment or nature (Eco-commodity)
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