Factors Influencing Consumers Behavior for Imported Fruit Purchase in Thailand
Article Sidebar
Main Article Content
Abstract
This research aimed to study factors influencing consumer behavior toward imported fruit purchase in Thailand using quantitative research by collecting exploratory data with a questionnaire from a purposive sampling of 400 consumers who used to buy imported fruit and lived in Thailand and analyzing the data by structural equation modeling (SEM) to find factors influencing consumers purchasing behavior of imported fruit. The results showed that consumers' attitudes toward imported fruits and the marketing mix in product and promotion significantly positively affected the decision to purchase imported fruit. While the marketing mix in price and place had a negative effect and was insignificant in the decision to purchase imported fruit.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Chaturongkul, A., & Chaturongkul, D. (2007). Consumer Behavior (8th ed.). Thammasat University.
Chiarakul, T. (2016). Buying Decision Behavior towards Thai Processed Fruit of Chinese Teenagers Studying in Thailand. Business Review Journal, 8(1), 43–60.
Do, K., Nguyen, T., & Nguyen, T. (2015). Factors affecting the choice and consumption of fruits by customers at supermarkets in Ho Chi Minh City. VNUHCM Journal of Science and Technology Development, 18(3), 50-68.
Hoyer, W. D., Maclnnis, D.J. & Pieters, R. (2012). Consumer Behavior (6th ed). South-Western Cengage Learning.
Kades, F.R., Cronley, M.L., & Cline, T.W. (2011). Consumer Behavior. South-Western Cengage Learning.
Kunthonbutr, S. (2020). Marketing Management Marketing technology. Chulalongkorn University.
Office of Agricultural Economics. (2022, December 20). Land use. Ministry of Agriculture and Cooperatives. https://www.oae.go.th/view/1/การใช้ที่ดิน/TH-TH
Office of the Permanent secretary Ministry of Commerce, Information Technology and Communication Center. (2023, February 20). Export statistics. Ministry of Commerce. https://tradereport.moc.go.th/Report/Default.aspx?Report=MenucomTopNCountry&Option=1&Lang=Th&ImExType=1
Office of the Permanent secretary Ministry of Commerce, Information Technology and Communication Center. (2023, February 20). Import statistics. Ministry of Commerce. https://tradereport.moc.go.th/Report/Default.aspx?
Report=HarmonizeCommodity&Lang=Th&ImExType=1&Option=5
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Prentice-Hall.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Prentice-Hall.
Serirat, S., Serirat, S., Laksitanon, P., Patawanich, O., Meechinda, P., Anuwichanont, J., Lertwannawit, A. (2009). Modern marketing management. Thammasarn.
Shen, Z., Kaiboriboon, S., & Makkanjanakul, P. (2018). Customers’ marketing mix factors and Behavior affect china Guangxi customers to purchase fruit that’s from Thailand in nanning city Guangxi Zhuang Autonomous Region of China. Journal of Management Science Nakhon Pathom Rajabhat University, 3(1), 23–34.
Sinaga, A.M.P.H., Ery Yusnita, A., Ana Arifatus, S., & Hariantoko, H. (2017). Preferences and Willingness to Pay for Local and Imported Citrus. In The 2nd International Conference on Sustainable Agriculture and Food Security: A Comprehensive Approach, KnE Life Sciences, 325–338.
Smithikrai, C. (2019). Consumer behavior (7th ed). Chulalongkorn University.
Sukcharoen, W. (2012). Consumer Behavior. G.P. Cyberprint.
Sun, Y., & Liang, C. (2020). Factors Determining Consumers’ Purchase Intentions Towards Dried Fruits. International Journal of Fruit Science, 20(2), S1072-S1096.
Thai Customs. (2023, February 20). Tariff Nomenclature. Customs Department. http://www.customs.go.th
Yamane, T. (1967). Elementary Sampling Theory. Prentice-Hall.