The attitude of Thai consumers toward frozen seafood.

Abstract

Even though, Thailand is one of the country which export frozen seafood around the world. However, the rate of domestic consumption is relatively low compare to other countries. Hence, the purpose of this research paper is to discover the elements of the attitude that prevent Thai consumers to buy frozen seafood products. To be able to understand the attitude of Thai consumers regarding frozen seafood, the theory of this research is based on the concept of attitude and The Attitude-Behavior Relation. Hence, the research uses a qualitative method which is depth interview. The interviews were conducted with ten Thai respondents. The study revealed that the positive factors are “Healthy and Well-being”, “long storage life”, “Modern life style”, “Brand”, “Varieties” and “Family security”. For negative factors, which affect the attitude of Thai consumers are “Fresh”, “Chemical residues on frozen seafood”, “Value of money”, “Taste”, “Social pressure” and “Knowledge/Skill of preparation”. KEY WORDS: Consumer behavior / Attitudes / Frozen Seafood / Thailand