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The study of attitude and perception of working women toward purchasing decision of dark chocolate for health benefits |
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| รหัสดีโอไอ | |
| Title | The study of attitude and perception of working women toward purchasing decision of dark chocolate for health benefits |
| Creator | Tanaporn Chainirunkul |
| Contributor | Nigel Barrett, Advisor |
| Publisher | Thammasat University |
| Publication Year | 2562 |
| Keyword | Dark chocolate, Chocolate, Healthy snack, Snack |
| Abstract | This study is a contemporary topic in applied marketing focusing on a health related subject. Currently, healthy food is a popular trend in Thailand which has caused them to increase in demand continuously. On the other hand, Thai people's lifestyles are more rushed and the eating behavior has become to eat on the run, or while stuck in traffic. Snacking has become a part of these new lifestyles and is often blamed as one of the reasons for weight increase, so a healthy snack was developed to serve the increase in health trends nowadays. However, when talking about people's favorite snacks, chocolate is one of the top answers. As the perceived image of chocolate, it has high calories and contains a lot of fat and sugar, however, dark is different. Dark chocolate has a lot of health benefits. There are many Thai crafted chocolate producers starting to launch dark chocolate and promote it as a healthy snack to support the demands in the market, especially in cafés and specialty stores while the big player does not start kicking into this trend yet.The first objective is to identify potential consumer segments. Secord is to understand the working women’s buying behavior toward healthy snacks. Third is to determine the attitude and perception of working women toward dark chocolate for health benefits, and fourth is to identify the key triggers influencing working women toward purchasing dark chocolate.In order to understand the insight of consumers, exploratory and descriptive research were employed. The exploratory includes secondary research and in-depth interviews for the consumer’s insight information were also utilized to create the questionnaire for the descriptive research. The data was collected from 241 respondents through online survey website. Then, the data was analyzed using SPSS.The result of survey divided consumers into five groups which are Fact Concern Consumer, Price and Package Concern Consumer, Calories Concern Consumer, Health benefit Concern Consumer, and Healthy lifestyle Consumer, by using fourteen different factors.Therefore, the key finding from this research will be developed to market activities by price, place, and promotion for interesting group of consumer. |
