Thai Consumers Research Articles

Investigating the Purchase Intention of Thai Consumers Toward Garlic-Based Supplements with a Higher Allicin Content

Supplements have been growing in popularity among urban consumers due to a perceived lack of sufficient nutrition for good health, with little or no fresh fruits and vegetables now being consumed compared to in the past. In addition, supplements offer consumers the added convenience of obtaining a sufficient amount of nutrition without changing their eating habits. In today’s marketplace, there are many kinds of supplements, such as vitamins, minerals, amino acids, fatty acids, herbs and herbal extracts, and animal extracts. Garlic is a herb grown around the world and one of the most popular due to its numerous benefits. The major aim of this study is to investigate the factors affecting the purchase intention of garlicbased supplements with a higher Allicin content among Thai consumers. In this study, quantitative research was carried out through an online questionnaire survey involving 400 Thai consumer respondents. The results suggest that product knowledge significantly influences the attitude of respondents toward Allicin supplements, while health consciousness had no significant influence. Furthermore, the results suggest subjective norms and perceived behavioral control positively influence the attitude of respondents toward their intention to purchase garlic-based supplements with a higher level of Allicin.

Determination of Intrinsic Appearance Properties that Drive Dry Dog Food Acceptance by Pet Owners in Thailand

ABSTRACTConsumers and institutions make purchase and potential consumption decisions on behalf of other product users on a daily basis. Pet foods are one example of a product in that situation. The objective of this study was to determine what aspects of pet food appearance characteristics determine higher liking among Thai consumers. Consumers (n = 120) evaluated a total of 30 samples that varied in color, shape, size, and kibble composition. Information on overall liking, shape liking, size liking, and color liking was collected. Additional information was collected using a check-all-that-apply question regarding product characteristics. The results indicated that color and shape were important for Thai consumers; specifically, a yellowish color and bone shape were liked best. These results are important for pet food manufacturers and marketers in developing new products, as well as for product marketers in other consumer goods, such as child food, medications, food aid, and other divisions.

Nutrition label experience, obesity, high blood pressure, and high blood lipids in a cohort of 42,750 Thai adults.

IntroductionNutrition labels have been promoted for nearly two decades in Thailand to educate people about healthy eating and to combat nutrient-related non-communicable diseases (NCDs). But little is known about how nutrition labels are experienced and whether they are linked with better health. Our objective was to investigate the associations between nutrition label experience, obesity and nutrient-related NCDs in Thai consumers.MethodsA cross-sectional study was undertaken with a nationwide cohort of 42,750 distance learning Thai adult students enrolled in an Open University in 2013. We measured exposure as nutrition label experience (read, understand, use). Health outcomes were high blood pressure, high blood lipids, and high Body Mass Index (overweight at risk and obesity). Multivariate logistic regression was used to determine the association between nutrition label experience and health outcome adjusting for sociodemographic attributes, physical activity, smoking, and alcohol intake.ResultsFrequent nutrition label use varied by cohort attributes and health outcomes and was least for those with low physical activity and high blood pressure. Being male, older, an urban resident or with low physical activity was associated with increasing high blood pressure and high blood lipids. Compared to those who read, understand and use nutrition labels, participants who did not (read, understand, and use), were more likely to report high blood pressure (Adjusted Odds Ratio 1.33; 1.17–1.51), high blood lipids (AOR 1.26; 1.14–1.39), and obesity (AOR 1.23; 1.13–1.33), but were not more likely to be overweight at risk (AOR 1.06; 0.97–1.16).ConclusionsWe found cross-sectional associations between low nutrition label experience and increased likelihood of high blood pressure, high blood lipids, and obesity among Thai adults. Nutrition label education should be promoted as part of a public health approach to appropriate food choices and better lifestyles to reduce obesity and nutrient-related NCDs.

Mobile Commerce Switching Intentions in Thai Consumers

AbstractThis research applies an extended Unified Theory of Adoption and Use of Technology (UTAUT) model to consumer intentions to switch from other retail channels to mobile commerce in Thailand. Mobile commerce is a rapidly growing segment of the consumer market, but remains in an early stage of adoption in many markets. A survey of Thai consumers (n = 458) was conducted online and analyzed using a structural equation modeling (SEM) approach. Findings showed that the extended UTAUT model, which included online social support and convenience, significantly explained the consumer decision to engage in mobile commerce. However, direct incentives (discounts and referral codes) were not significant. The implication of these findings is that mobile commerce providers need to focus on building social support for the technology itself, rather than relying on marketing tools like discounts or referral codes if they want to shift sales away from other retail channels.

The Evaluation of Cultural Differences on the Identity of the Window Display: The Case Study of the Perception of British and Thai Consumers

Window display is a marketing tool for products presentation and sale promotion as well as product image promotion. There are some researches that tried to describe relationship between consumer behavior and window display design by using marketing concept and psychologically acknowledge but they are not involve to cross culture. However, consumer’s perception depends on their background, experience and cultural factor. Our research attempts to evaluate the cross culture consumer perception on window display identity; case study on the Thai and British. The study based on cross cultural perception, environmental psychology and design elements of shop window display concept. The photograph of shop window display and questionnaire were used for the research tools. Finally, the research found that Thai and British view the design of window display as a whole as well as its light, colour, composition and theme’s concept are the design elements that work as the stimulus to consumers. The consumer’s perception was described by 13 bi-polar words. Factor analysis was used to group and reduce variables. The new variables were pleasant/unpleasant and arousing/not arousing that were used for creates a model that describe the consumer feeling on window display identity.

Companies in search of the green consumer: Sustainable consumption and production strategies of companies and intermediary organizations in Thailand

Over the past two decades, Thailand, as an emerging economy, has developed sustainable consumption and production (SCP) policies and strategies to a considerable extent. While the first phase of SCP policy development has primarily focused on upstream actors and production processes, the second phase has extended company SCP policies and strategies to downstream actors and consumption processes. Through a desk study and interviews, we examine how appliance and dairy companies in Thailand have been involved in the shift from sustainable production to (also) sustainable consumption, from upstream to (also) downstream orientations, and from green supply to (also) green demand. Our analysis shows that carefully framing the role of citizen-consumers as change agents is required for the successful enrollment of Thai consumers in emerging markets for sustainable products and services. In making the shift towards consumers, companies can be assisted by so-called intermediary organizations that claim to hold specific knowledge on and access to Thai consumers.

Food hygiene knowledge and practice of consumers in Poland and in Thailand - A survey

The aim of this study was to assess and compare the knowledge of Polish and Thai consumers regarding the causes of food poisoning and hygienic practices during the preparation of food at home. A questionnaire was prepared on the basis of Codex Alimentarius guidelines. It consisted of 15 questions related to consumers' knowledge of food poisoning causes, and 20 questions related to the consumers' food hygiene practice during the preparation of meals at home. Six hundred questionnaires were collected, 300 in Poland and 300 in Thailand. The results were subjected to statistical analysis. In Thailand, consumers showed significantly lower levels of food hygiene knowledge than in Poland. However, both Polish and Thai consumers had incomplete knowledge of the causes of food poisoning and, in many cases, their food hygiene practice during food preparation and consumption was inaccurate. None of the consumers responded correctly to all the questions concerning food hygiene knowledge. In the case of food hygiene practice, nearly total correct responses were noted only in the cases of washing hands after using the toilet, and the risk of drinking raw water from open air lakes and reservoirs. Some other elements of food hygiene practice were incorrectly stated in both countries, e.g. food defrosting, storage of cooked food at room temperature, and hand washing after handling raw, unwashed foods. Further research on consumers' food hygiene knowledge and practice should be conducted, and better food safety education should be organised independently of country of origin, education level and age. The results of this study could play an important role in the prevention of food poisoning by indicating which areas of consumers’ food hygiene knowledge and food hygiene practice during food preparation at home should be strengthened by educational activities.

Analysis on Car Elasticities: A Comparison on Toyota and Other Brands in Thailand

In this paper, we have compare the price and income elasticities of demand between cars of Toyota against Nissan and Ford. The main findings are that: 1) Nissan and Ford are treated as more luxurious than their Toyota counter parts for small cars. For very large cars, on the other hand, price elasticities are positive. 2) The small cars are all treated as inferior goods, but not the very large cars. 3) Comparing between 2014-15 and 2016-17, the small cars are treated as less inferior and the large cars are treated as less luxurious. These results are not only important to point out the changing behaviors of Thai consumers. They suggest the change in the state of the economy after 2014. The main event in 2014 is the start of the NCPO government on May, 2014. However, this study suffers from several limitations. They are as the following: 1) Car consumption is not only dependent on income. There are factors such as popularity, sales promotion, and the continuously launch of new cars. People may tend to appreciate newly released cars more. 2) Data is limited. The data is not from the whole year. This is because the inconsistency of the data source. However, this is inevitable because a more detail reports of car quantities are the companies’ secret. 3) Car prices do not usually change. The percentage change in cars price will be small and causing the elasticity to be very large, despite a relatively small change in the quantity bought. Therefore, this study can be expanded using a more complex analysis including these factors. This study shows that, overall the elasticity of car demand is theoretical sounding, but the pattern of car consumption cannot be studied using price or income alone.

Thai Consumers’ Skepticism and Attitudes toward Content Seeding Techniques via Social Media

Thai Consumers’ Skepticism and Attitudes toward Content Seeding Techniques via Social Media

Unlocking consumers’ environmental value orientations and green lifestyle behaviors

PurposeAs consumers’ needs and wants are often reflected in their thoughts and behaviors, the purpose of this paper is to seek to understand Thai consumers’ environmental value orientations and green lifestyle behaviors. Additionally, this study explores whether a notable relationship was specifically formed between the devastating impacts of the 2011 floods on the consumers’ lives and their environmental value and green lifestyle behavior.Design/methodology/approachA consumer survey was conducted across Bangkok during the first two weeks of May 2012, following a seven-month nationwide flooding within Thailand, which lasted between July 2011 and January 2012.FindingsThai consumers demonstrate high environmental value, which is predominantly motivated by egoistic and biospheric-based values. Nevertheless, they exhibit low levels of green lifestyle behaviors. In addition, only a low positive relationship appears to exist between consumers’ environmental value and their green lifestyle behavior. Moreover, the Thai consumers’ green lifestyle behavior is mainly driven by their egoistic and social-altruistic values. Surprisingly, no distinctive positive relationship was detected between the effects of the 2011 Thailand floods on consumers’ lives and their environmental value or green lifestyle behavior.Originality/valueFirms are encouraged to capitalize on Thai consumers’ egoistic and biospheric values when seeking to raise their environmental awareness. To encourage green lifestyle behavior responses, however, firms should emphasize egoistic and social-altruistic values. Furthermore, firms are encouraged to incorporate recycling aspects as notable features within their green offerings. Firms are to be discouraged, however, from specifically using natural disaster concern appeals when seeking to explicitly stimulate Thai consumers to think or act greener.

Gonadotropin-releasing hormone immunization and castration in male pigs: effects on growth, hormonal levels, antibody titer response, testicular function, back fat, and consumers' sensory perceptions

This study investigated the effects of gonadotropin-releasing hormone (GnRH) vaccine on pig growth, carcass quality, and sensory perceptions of pork meat by Thai consumers. Male crossbred pigs (n = 30) were separated into three groups of 10 pigs each: boars, immunocastrated pigs, and surgically castrated pigs. The immunocastrated group was immunized at 13 and 19 weeks of age with GnRH vaccine (400 μg/dose). All pigs were slaughtered at 24 weeks of age. Blood samples were collected and testes size determined. Testes weight and back fat thickness were recorded at the time of slaughter, and meat samples were collected for sensory assessment by Thai consumers. Testosterone and progesterone concentration levels decreased significantly two weeks after the second dose of GnRH (p < 0.05), and the GnRH antibody titer of the immunocastrated pigs was significantly high two weeks after the second dose of GnRH (p < 0.05). GnRH vaccine significantly reduced the weight and size of testes. Thai consumers reported no significant differences in odor or flavor among meat samples from the three groups. In conclusion, immunocastration improved growth performance, removed the need for castration surgery, and avoided “boar taint” in the meat. It has also no distinct trace of the boar taint same as pork that is currently produced from physically castrated pig which is making it acceptable to consumers.

Consumers’ willingness-to-pay for food safety labels in an emerging market: The case of fresh produce in Thailand

Food safety systems in emerging markets are currently facing a transformation period, becoming more stringent because of an increasing demand for safer food. Consequently, policy makers need to find strategies to increase food safety while giving the industry time to improve their performance. In Thailand, policy makers have adopted the strategy of upgrading food safety standards gradually. Government and private food safety brands and labels were introduced onto the market but little is known whether Thai consumers have preferences for them or not. This study is aimed at evaluating Thai consumers’ preferences for food safety labels and brands on fresh produce, using a surveyed based on discrete-choice experiments. A sample of 350 Thai consumers was surveyed in Bangkok and Nonthaburi in 2013. Quota sampling according to the shopping outlets and convenience sampling methods were adopted. Two hundred respondents were recruited at fresh-food markets and 150 respondents were recruited at supermarkets. We found that consumers are willing-to-pay more for both government led food safety label and private brands, but that there is high heterogeneity in their preferences. The high degree of social desirability for food safety labels confirms that food safety labelling policy should be supported. However, the provision of information and credibility are vital in order to mitigate the risk of consumer deception by self-claimed labels.

The study of customer relationship management in Thai airline industry: A case of Thai travelers in Thailand

Purpose: This paper offer marketing strategy suggestion to the airlines operating within the Thai aviation market. It identifies the recommended motivational factors that influence the airline customers’ decision to their airline choices. Airlines use different customer relationship management programs to attract returning customers. This paper suggested the most attractive motivation factors for Thailand's air travel market.Design/methodology/approach: This research paper is an attempt to study and identify the factors, including loyalty program, distribution channel, customer services, promotions and other influence causes that affected the customer preference in the airline ticket purchasing behavior in Thailand.A questionnaire survey was conducted with the sample identified through unrestricted non probability sampling technique at four major airports in Thailand. The data collected are analyzed to identify the favorable drivers that lead to customer decision on airline choice.Findings: The result from the study has demonstrated that price, and promotion has a significant impact on customer preference and positively leads to repurchase intention for their future travel. Moreover, flight schedules are also a main factor influencing the travelers’ final decision on airline choice. However, when the promotional strategies and schedule are comparable between airlines, customers are attracted by the airline amenities and services. Loyalty program (frequent-flier program flier program) is showing a less attractive motivator while distribution channel demonstrates the least important affecting the travelers’ choice of airline.Originality/value: The paper begins with an overview of previous research in the area of airlines customer relationship management and then moves on to what is currently being implemented by the airlines. The authors then propose several customer relationship strategies and identify the most attractive one that motivates the Thai consumers.

Consumer Attitudes and Preferences toward Cross-Cultural Ready-To-Eat (RTE) Food

ABSTRACTThis paper aims to investigate the consumer attitudes and preferences toward cross-cultural ready-to-eat (RTE) food between Thailand and Japan. Interview, descriptive statistics, t-test, and conjoint analysis were applied in this research. The results revealed that Thai and Japanese participants had negative attitudes toward taste and freshness of cross-cultural RTE food. Moreover, these two factors were the primarily concerned factors when they made a decision to purchase RTE food. The image of Thai/Japanese RTE food could be represented by the characteristic and the famous name of food. Besides, the results from conjoint analysis showed that Thai consumers preferred the adapted taste between Japanese and Thai flavors. The design of food packaging should be the clear container lid with the label so that consumers can see the food inside. On the contrary, Japanese consumers preferred an authentic Thai taste and the design should be the colorful picture on the food container lid.

A Model of Thai Consumers’ Behavioral Intention: A Study of Generations X and Y

A Model of Thai Consumers’ Behavioral Intention: A Study of Generations X and Y

Brand tracking on social media: The role of country-of-origin perceptions

Marketers are now almost a decade into using social media as another outlet in developing brand relationships with consumers. Yet an understanding of how consumers interact with brands online is still in its infancy. This paper compares the social media and brand-tracking habits of consumers in three parts of the world: Asia, the Middle East and the USA. In addition, the study attempts to explain what motivates consumers to follow brands on social media, focusing on the role of products’ country of origin in explaining the relationship. The results show that US consumers spent the most time on social media and tracked the most brands, while Thai respondents did the least of both. Four dimensions of social media brand tracking were identified and ratings compared across groups. Significant differences among groups were found for one of the four factors, ‘brand experience’, with US consumers experiencing significantly more positive ‘brand experiences’ than Thai consumers, and Egyptian consumers falling somewhere in between. The results also indicate that the country of product origin can have some effects on brand tracking.

Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers

Green products are among the widely used products worldwide due to their environmental benefits. However, information on the consumers’ purchase intention towards green products in developing countries, such as Thailand, is lacking. This study aims to investigate Thai consumers who are aged over 18 years, and whose base education is high school, on purchase intention for green products by using an extended framework of the theory of planned behavior (TPB). We derived and examined the model through structural equation modeling in a sample of 483 respondents in Thailand. The findings of this model indicated that consumer attitude, subjective norm and perceived behavioral control have significant positive influences on the purchase intention for green products. Furthermore, our results indicated that environmental concerns have a significant effect on attitude, perceived behavioral control and purchase intention for green products, but subjective norm. Moreover, environmental knowledge had no significant effect on the purchase intention for green products. Instead, it had a distinct indirect effect through attitude towards purchasing green products, subjective norm and perceived behavioral control. The findings from this study contribute to improving the understanding of intention to purchase green products, which could play a major role towards sustainable consumption.

Differences in Perceived Financial Risk according to Price Discounts and Product Types of Consumers in Korea and Thailand

Purpose - The objective of this study is to investigate the differences and interaction effects on the perceived financial risk between Korean and Thai consumers according to the types of product(utilitarian and hedonic) and price discount (bundle and 50%off). Research design, Data and Methodology - This paper sets up 6 research subjects. Data collection was carried out in Korea and Thailand. Data was made of 154 Korean and 147 Thai consumers. As for the independent variables for this study, consumer types are composed of Korean and Thai consumers, price discount types were bundle(1+1) and 50% off price, and product types consist of utilitarian and hedonic product. The dependent variable is perceived as a financial risk. Each question is measured as a Likert-type five-point scale. Results - According to the price discount and product type, perceived financial risk of Thai consumers is confirmed to be a larger one than that of Korean consumers. Also, there are interaction effects in the perceived financial risk. Conclusion - Our findings can be used as useful information for global retail markets as marketing strategies in future Korean enterprise through a comparative study on Korean and Thai consumers.

The antecedents of purchase intention of meat with traceability in Thai consumers

Abstract Due to the emergence of mad cow disease and avian flu in poultry, meat traceability has been implemented within the meat supply chain to more effectively handle food safety and quality issues. This study aims to examine antecedents of purchase intention of meat with traceability including health consciousness, quality consciousness, product diagnosticity, perceived quality and product trust. The survey with 463 participants was conducted in Thailand and data were analyzed with structural equation model. Results reveal that health consciousness and quality consciousness positively influence product diagnosticity of meat with traceability, which, in turn, positively influences perceived quality and product trust. Furthermore, trust is found to be a significant mediator between this set of relationship. Based on findings, marketers may design more persuasive marketing strategies for traceable meat.

An investigation of mobile payment (m-payment) services in Thailand

Purpose – Despite the significant efforts by the Thai Government to promote the use of mobile payment (m-payment) services, this new mode of financial payment has had limited consumer interest. Indeed, whilst it is seemingly desirable to facilitate the uptake of m-payment services given government promotion, limited research has been undertaken to examine the factors that might promote adoption. The purpose of this paper is to address this research gap. Design/methodology/approach – The study developed a conceptual model based on elements of innovation diffusion theory and technology acceptance. The model was empirically validated using structural equation modelling analysis using the responses gained from 529 Thai mobile phone users. The intercept interview/survey across eight different locations was the instrument used for data collection. Findings – The empirical results indicate that consumer adoption of m-payment services in Thailand was determined by four factors – compatibility, subjective norm, perceived trust, and perceived risk. Surprisingly, the construct of perceived usefulness, perceived ease of use, and perceived cost were found not to have a direct effect on behavioural intention. Research limitations/implications – The results regarding electronic payments highlight the importance of four factors that are fundamental in understanding consumer behaviour in regards to financial m-payments. The conceptual model developed in the study is well suited as a primary research framework to explore other aspect of technological innovation in a Thai context. Even though the model is not generalisable, it has the potential to be refined for use in other countries. The findings from the research contribute to the small, but growing number of studies focusing on technological business innovation in Thailand. Practical implications – The results of this study will be of value to various groups associated with m-payment services such as mobile network operators, financial institutions, and payment service providers. The findings will potentially inform appropriate service strategies and business models in order to improve the uptake of this type of financial payment by Thai consumers. The factors identified are significant in informing how the capacity of the Thai Government’s investment in electronic infrastructure could be more fully utilised. Originality/value – This study adds to the literature by bridging the gap in explaining consumer intentions to adopt new technological services amongst people who know about the service but have not adopted it as yet. Moreover, this paper is a pioneer study about the adoption of m-payment services in Thai setting.