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Thai generation y/millennial consumer health and wellness: An antioxidant beverage SEM analysis
(2017-01-01)
Bundechanan, Niphon
;
Fongsuwan, Wanno
The health and wellness food and beverage market is projected to grow to $US1.1 trillion by 2019 with 1.8 billion technology enabled, health conscious Gen Y/Millennial consumers leading the way. This study investigates new ways of evaluating purchase intention using integrated marketing communications, brand equity, and brand attitude embracing new Internet-related mediums such as Facebook, Twitter, and Instagram and new devices such as smartphones and tablets. Modern brand equity campaigns must also be culturally aware as Generation Y Asian youth represent the consumer of tomorrow with many global brands embracing new technologies to grow their markets. From the results of the study conducted on a health-conscious segment of 280 Bangkok Generation Y/millennial consumers, it was determined that brand equity had the largest influence on purchase intention of antioxidants beverages. Value and quality also determine the success of sales with culture and technology playing a significant role in integrated marketing communications.
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Lactose free milk and dairy product purchasing habit variables of Bangkok Thailand metropolitan consumers
(2015-01-01)
Senadisai, Panja
;
Trimetsoontorn, Jirasek
;
Fongsuwan, Wanno
With upwards of 90% of Asians unable to ingest milk products, lactose free milk can be a major contributor to a nation's health and weilbeing. Thailand, a country in Southeast Asia with nearly 70 million citizens is a market with almost no commercially available lactose free products for adult consumers with only limited lactose free milk children's milk products currently available. Given the importance of calcium to healthy development and growth, the researchers therefore undertook this study to determine the variables on the consumption and purchase intention of lactose free milk and dairy products within the Bangkok metropolitan area. Quantitative data was obtained from 189 Bangkok consumers over 18 years old and qualitative data from in-depth interviews of 10 nutritional experts, a doctor, marketers and patients while using Partial Least Square (PLS-Graph) software to apply Structural Equation Modeling (SEM) analysis. The results showed that the factor with the greatest influence on lactose free milk purchase intention included milk knowledge about lactose free milk as well as consumer marketing and the packaging and product reputation which have both direct and indirect influencing factors on lactose free milk purchasing and consumption.
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Model of factors influencing the intention to purchase lactose-free milk for the population of bangkok
(2014-01-01)
Senadisai, Panja
;
Trimetsoontorn, Jirasek
;
Fongsuwan, Wanno
Milk is an important source of protein, fat, lactose, vitamins and minerals. The nutritional value of milk from various animals, such as the highly popular cow milk, contains many useful nutrients. However, milk consumption is restricted for some consumers because they are allergic to milk. Milk allergy can be found in children and adults alike. In children, allergy symptoms include diarrhea and vomiting while the symptoms in adults include flatulence, indigestion and stomach gas. These symptoms are a result of the body's inability to digest lactose in milk due to the lack of necessary enzymes that can digest milk. A study discovered that East Asian and North American populations have the highest rate of lactose intolerance of 80-100%, followed by the Middle Eastern population at 80%. The United Kingdom population has the lowest rate of lactose intolerance at 5-15%. Bactose-free milk for adults is not yet commercially available in Thailand. Therefore, the researchers are interested in studying the level of knowledge on lactose-free products and factors influencing the intention to purchase lactose-free milk for the population of Bangkok. The researchers hope that these findings will be used to develop a guideline for suitable marketing strategies of lactose-free milk in Thailand. These findings can also provide basic information for the government sector to formulate appropriate public health plans for populations with lactose intolerance. This research used both quantitative and qualitative approaches. The scope of the research was limited to consumers over 18 years in Bangkok with total study samples of 500 subjects. The quantitative techniques used were Bath Analysis and Bartial Beast Square (BBS-Graph program) while the qualitative technique used was in-depth interview with individuals in the related fields of nutrition and food and beverage marketing. There were a total of 10 interviewees who were physicians, nutritionists and marketing experts.The research found that the factors influencing the intention to purchase lactose-free milk include consumer characteristics (age and health conditions), knowledge of lactose-free milk (consumer knowledge, public relations and brand reputation) and milk consumption behavior (milk quality and price acceptation). © 2014 Academic Journals Inc.
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Antioxidant bottled beverage purchasing behavior of Bangkok, Thailand consumers: A structural equation model
(2014-01-01)
Bundechanan, Niphon
;
Fongsuwan, Wanno
Tea companies like to brag about the antioxidants in their bottled tea beverages with sales of bottled teas having increased 90% since 2004 with a new study finding that green tea significantly reduces the risk of death from many causes including heart disease. Green tea has been used in China for at least 4,000 years and even though, bottled tea and the antioxidants aren't as powerful as newly brewed tea, it does, however, exhibit health benefits comparable to fruits and vegetables. Therefore, the researchers were interested in studying the factors that affect buying behavior of antioxidant bottled beverages in the Bangkok metropolitan area with the purpose of developing and validating the consistency of the linear structural relationships of brand value, brand attitude and integrated marketing communication variables that affect the purchase intention of consumers with antioxidant bottled beverages. With the increasing wave of health conscious Bangkok consumers who spend the majority of their time at study and are likely to purchase antioxidant packaged juices and drinks, consumers are more frequently interested in the quality of the product they consume. Manufacturers, therefore, are trying to market their products to consumers using communication strategies through Integrated Marketing Communications (IMC) which have the potential to significantly increase this market's share.

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