The most attractive factor that influence purchasing for germinated brownd rice (Gaba rice) of people in Thailand.

Abstract

The main objective of this Thematic Paper is to find the most attractive factor however the result shows not only the most attractive factors but also the target group, behavior and perception toward the product of customer. Moreover, this research provides information and benefit of Germinated Brown Rice as well. The study was a quantitative research which 207 data is collected by questionnaire survey. Health lover in Thailand who have consumed and never consume Germinated Brown Rice were included as a sample. This paper used SPSS program for composing of factor analysis, frequency descriptive and cross tabulation for data analysis which found that, three factors can influence people to buy the product. Firstly, both of product's quality and manufacture's quality can create confident of people. Secondly, suggestion from their intimate and doctor is the other attractive factors. Finally, design of packaging.

KEY WORDS: Organic Germinated Brown Rice/The most attractive factors/ Customer behavior/Healthy food