Strategy and marketing factors affecting organic sugar consumption behavior

Abstract

The objectives of this study were to study organic sugar consumption behavior of consumers in Bangkok; and to study factors related to organic sugar consumption behavior of consumers in Bangkok. Conceptual framework of the research was applied from the theories of creating competitive advantage regarding to attitude, marketing mix and consumption behavior. Simple random sampling method was applied on a total of 420 health-conscious consumers In Bangkok. Data were analyzed by Bivariate Analysis consisted of t-test, F-test, Least Significance Difference (LSD), Chi-square test and Pearson’s Correlation Coefficient. Research findings were that most respondents were male aged 25-33 years old, single, having bachelor’s degree, working as private company employees or staff and earning 15,000-25,000 Baht per month demographic characteristics provided different level of significance for organic sugar consumption behavior with a statistical significance; and regarding to the analysis on strategy, attitude and marketing mix factors, it was found that these factors were related to organic sugar consumption behavior with a statistical significance. The results could be construed that in order to respond to rising demand in organic food market, sugar manufacturers should have applied a differentiation strategy to their organic sugar business and emphasized on marketing approach to consumers, especially male consumers who become more health-conscious.