พฤติกรรมและทัศนคติต่อการบริโภคน้ำฝรั่งสีชมพูของผู้บริโภค ในอำเภอเมือง จังหวัดเชียงใหม่

Abstract

This independent study has an objective to investigate consumer’s consumption behavior towards fruit juice and pink guava juice, including attitude and factors that affect the attitude towards the consumption of pink guava juice in Mueang District area, Chiangmai Province. The data was collected from 305 consumers who purchased and consumed fruit and vegetable juice by accidental sampling using questionaire. Use descriptive statistics to analyze data, and study relation of factors that affect attitude towards the consumption of pink guava juice by using Chi-Square test to do the test of independent and use Likert scale to analyze the level of satisfaction that consumers may have during consume sample pink guava juice. Overall of the respondent consumers who consumed fruit juice, the majority of respondents are female, age range from below 25 years old to the range of 25 - 35 years old, Bachelor’s degree of education level, occupations are business employee and students and average monthly income below 8,000 THB to the range of 8,000 – 15,000 THB. The majority of respondent consumers are healthy and taking care of their health by consuming nutritious foods and regularly exercising. While some group of respondent consumers choose to take care of their mental health, do the physical examination and other activities in ordering. Consumer behavior of fruit juice, the majority is consuming as convenience. Favorite type are orange and mixed vegetable/fruit juice in the form of slushy/smoothie and fresh squeezed juice. The consuming reasons are the taste and nutrition. The influencing of consuming fruit juice is the favor of testing and choosing nutritious foods. The advertising media that influencing the consume decisions are health handbill and health website. Consumer behavior of pink guava juice, the majority of respondent consumers have never been consumed pink guava fruit and pink guava products before and have no knowledge about the nutrition benefit of pink guava juice at all. However, in the minority, the respondent consumers who used to consume pink guava fruit and products of pink guava, found that mostly used to consume the fresh fruit of pink guava and have the moderately like to least favorite. The respondent consumers are very satisfied the sample of pink guava juice in the flavor, sweet, viscosity, color, odor and overall feeling. However, they do have moderate satisfy of the pulpy in sample of pink guava juice. Mostly, consumers agreed that the suitable price of pink guava juice should be 20-30 THB per glass (16 oz., squeezed, no ice). For the selling place, mostly choose the channel of general fruit juice shop, supermarket and convenience store. The marketing promotion, found that the most influencing one toward the buying decision is having sample for taste. Giving the information of health benefit and introduction by sales or friend suggestion and word of mouth are also chosen in ordering. 75.08 persent of respondent consumers will not purchase pink guava juice to consume in the future, some of them will absolutely not purchase, while some says maybe to purchase if having more information of nutritions and benefits to their health. In the relation of factors that affect the attitude of consuming pink guava juice, found that the experience that used to have with pink guava juice is the most influence one towards the attitude of products (sample pink guava juice) and attitude of future purchasing and consuming. The attitude of marketing promotion of having samples to taste is related to the gender, and giving knowledge of nutritions and benefits are related to the education and average monthly income. The education and average monthly income are also the most influence towards the attitude of selling place. However, there is no any factors has a relationship with the selling price.