Consumption Behaviours of Banana Products in Thailand
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| Natura: | Recurso digital |
| Lingua: | Antico inglese |
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Zenodo
2026
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| _version_ | 1866902223647145984 |
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| author | Theerapa Wivatanasak Nipada Ponharn |
| author_facet | Theerapa Wivatanasak Nipada Ponharn |
| contents | <p>The research on “Consumption Behaviour of Nam Wa Banana Products in Thailand” aimed to study the consumption behaviour of Nam Wa banana products in Thailand and the factors influencing consumer decision-making. This information would be used for planning product development and future marketing strategies. This quantitative research was conducted using questionnaires as a survey tool for 400 Nam Wa banana product consumers living in Thailand. A purposive sampling method was used to select the sample group and determine the sample size by calculating from Yamane’s (1967) formula. Data analysis was used to find statistics, frequencies, percentages, means, and standard deviations. The hypothesis testing for the relationship between personal factors and consumption behaviour of fragrant coconut products in Thailand was performed using the Chi-square test. The research results found that regarding the consumption behaviour of Nam Wa banana products in Thailand, most respondents have bought and purchased fresh coconuts the most, and will change brands regularly, with a frequency of purchases of 1-2 times per month. The cost per purchase does not exceed 100 baht. Most purchases are from roadside shops. The reasons for consuming Nam Wa coconut products are because they taste good, are beneficial to health, and are easy to find. The source of information and the influencer in deciding to purchase Nam Wa coconut products are the consumers themselves. Marketing mix factors affect banana product consumption behavior in Thailand. Overall, marketing mix factors have a high level of effect on consumption. When considering each aspect, consumers give the most importance to distribution channels, followed by price, product, and promotion. The results of the relationship test between personal characteristics and banana product consumption behavior in Thailand found that gender, age, marital status, and monthly income are related to banana product consumption behavior. Meanwhile, education level, occupation, number of family members living together, and residential area are not related to banana product consumption behavior.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18229715 |
| institution | Zenodo |
| language | ang |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Consumption Behaviours of Banana Products in Thailand Theerapa Wivatanasak Nipada Ponharn Behavior, Marketing factors, convenience store <p>The research on “Consumption Behaviour of Nam Wa Banana Products in Thailand” aimed to study the consumption behaviour of Nam Wa banana products in Thailand and the factors influencing consumer decision-making. This information would be used for planning product development and future marketing strategies. This quantitative research was conducted using questionnaires as a survey tool for 400 Nam Wa banana product consumers living in Thailand. A purposive sampling method was used to select the sample group and determine the sample size by calculating from Yamane’s (1967) formula. Data analysis was used to find statistics, frequencies, percentages, means, and standard deviations. The hypothesis testing for the relationship between personal factors and consumption behaviour of fragrant coconut products in Thailand was performed using the Chi-square test. The research results found that regarding the consumption behaviour of Nam Wa banana products in Thailand, most respondents have bought and purchased fresh coconuts the most, and will change brands regularly, with a frequency of purchases of 1-2 times per month. The cost per purchase does not exceed 100 baht. Most purchases are from roadside shops. The reasons for consuming Nam Wa coconut products are because they taste good, are beneficial to health, and are easy to find. The source of information and the influencer in deciding to purchase Nam Wa coconut products are the consumers themselves. Marketing mix factors affect banana product consumption behavior in Thailand. Overall, marketing mix factors have a high level of effect on consumption. When considering each aspect, consumers give the most importance to distribution channels, followed by price, product, and promotion. The results of the relationship test between personal characteristics and banana product consumption behavior in Thailand found that gender, age, marital status, and monthly income are related to banana product consumption behavior. Meanwhile, education level, occupation, number of family members living together, and residential area are not related to banana product consumption behavior.</p> |
| title | Consumption Behaviours of Banana Products in Thailand |
| topic | Behavior, Marketing factors, convenience store |
| url | https://doi.org/10.5281/zenodo.18229715 |