CONSUMPTION BEHAVIOR OF AROMATIC COCONUT PRODUCTS IN THAILAND

Abstract

The objective of the research is to study the consumption behavior of aromatic coconut products in Thailand. It involves examining the impact of marketing mix elements on the consumption of these products and exploring the correlations between personal traits and consumption habits through a questionnaire survey. This study is quantitative research. The study collected and analyzed 400 samples, employing statistical methods including frequency analysis, percentage calculation, mean determination, and standard deviation estimation, and examining the relationship between personal traits and consumption the consumption behavior of aromatic coconut products in Thailand hypothesis testing via the Chi-Square Test. The results found that most consumers of aromatic coconut products in Thailand prefer to buy fresh coconuts, the frequency of purchase is 1-2 times per month, the cost is not more than 100 baht per time, and mostly buy from roadside shops. Overall, the study indicates a significant impact of marketing mix factors on the overall consumption of aromatic coconut products at a high level with an average of 4.13. Specifically, distribution channels emerged as the most influential aspect, followed by price, product attributes, and marketing promotions, in descending order of importance to consumers. Regarding the association between personal characteristics and consumption behavior of aromatic coconut products in Thailand, gender, age, marital status, and regular monthly income were found to be correlated with consumption patterns. While education level, occupation, number of family members residing together, and residential areas showed no relationship with consumption behaviour concerning aromatic coconut products.