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A research of consumer attitudes to fruit snacks : A study of Thai consumers’ attitudes toward vacuum fried crispy fruits
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 60 credits / 90 HE creditsStudent thesis
Abstract [en]

Title: A research of consumer attitudes to fruit snacks : A study of Thai consumers‟ attitudes toward vacuum fried crispy fruits

Problem : How should Thai snack companies create their appropriate marketing planning of vacuum fried crispy fruits for satisfying Thai target consumer?

Purpose: To investigate the Thai consumers‟ attitudes towards the vacuum fried crispy fruits that will be beneficial in creating the appropriate marketing planning as well as to recommend the potential marketing mix of this product to Thai snack companies

Method: The research technique used in this study is mainly based on the quantitative method. By mailing the 400 surveys to the Thai respondents in Bangkok, the data will be collected and evaluated by using the statistic software program as well as using the secondary data to be a supportive source in this research. Moreover, there are marketing theories used in analyzing the data in this research in order to be more academic and reliable.

Conclusion: The most influence attitude factor that motivates the Thai consumers to purchase this product is the sales promotion, in particular the samples promotion. While their attitudes to the terms of nutritional content and product quality are positive that can influence them to make a decision to purchase this product easier.

Keywords: Snack fruits, Product Development, Consumer Behavior, Product Quality and Nutritional Content

Place, publisher, year, edition, pages
2011. , 71 p.
Keyword [en]
Snack fruits, Product Development, Consumer Behavior, Product Quality and Nutritional Content
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-12566OAI: oai:DiVA.org:mdh-12566DiVA: diva2:425218
Presentation
2011-06-03, U2-158, Mälardalens university, Västerås, 10:05 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-08-16 Created: 2011-06-21 Last updated: 2011-08-16Bibliographically approved

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A Master Thesis in Business Studies - International Marketing Program(1740 kB)403 downloads
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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More styles
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  • en-US
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  • Other locale
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Output format
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