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The Perception of Thai Consumer toward Loose Candy (Lösgodis): The Study of Product Selection for Thai Market
Mälardalen University, School of Sustainable Development of Society and Technology. (2698)
Mälardalen University, School of Sustainable Development of Society and Technology. (2698)
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Problem:

What are Thai consumers’ perceptions toward sugar confectionery 

products, which are sold as loose candy (lösgodis) in Sweden?

Purpose:

The aim of this study is to identify and describe the perception of Thai consumers toward sugar confectionery products with the concept of loose candy (lösgodis) by putting an emphasis on the preferences of product features and the choices of product as well as explore the similarities and differences of each demographic and psychographic group.

Method:

Method included a collection of information concerning theories. model and confectionery market information from different sources; interview with the candy store owner to figure out market insight as well as related information and the survey with a sample of respondents in order to investigate their perception and preferences of the sugar confectionery products. The retrieved data was analyzed statistically and theoretically in accordance with the conceptual framework.

Result:

The findings indicated that the majority of Thai people like to consume candy. By allowing consumers to perceive and evaluate candy features through different senses, the result revealed that colorful soft gummy fruity flavors candy with a shape of eatable product together with a uniquely stand-out sweets smell are most preferable. After examining the similarities and differences among the demographic and psychographic groups of consumer regarding their perception and preferences of sugar confectionery products, only minimal differences were found.

Place, publisher, year, edition, pages
2011. , 117 p.
Keyword [en]
consumer preception, consumer preference, confectionary, Thai consumer
Identifiers
URN: urn:nbn:se:mdh:diva-12460OAI: oai:DiVA.org:mdh-12460DiVA: diva2:423208
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-22 Created: 2011-06-14 Last updated: 2011-06-22Bibliographically approved

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Chaisirivichien, NutnareeTansomsakul, Vuthi
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