Factors that influence Thai consumer's buying behavior for chocolate.

Abstract

There have been several previous studies aiming to measure customer behavior for chocolate in India. The purpose of this study are to understand more about Thai consumer’s buying behavior for chocolate. This study would like to know the factors that affect Thai consumer’s decision making process for buying chocolate and the association among the factors that influence consumer’s buying behavior. Also can create and develop marketing strategies and marketing plan. Quantitative questionnaire survey has been use as a tool to collect primary data from 532 actual consumer sample and 387 responses who have just purchased chocolate last one week. The finding of this research conclude that three groups of variables, Emotional benefits of chocolate which is consumers believe that chocolate have an effect with emotion. Second groups of factor is Marketing program, consumer aware impulsive product like chocolate and call to action when they perceived the marketing program. And the last is Country of origin which is the country that be produce and establish the brand of chocolate. The recommendation for this study is develop the marketing program for chocolate product. KEY WORDS: Chocolate / Buying behavior / Emotional Benefits / Country of origin