Marketing strategies to development chocolate industry in Thailand.

Abstract

The purpose of this research is able to answer the research question about what are the key factors that influence Thai's customer age between 18 to 60 years who live in Bangkok uncover their buying behavior to make decision to consume chocolate and what are the strategies to develop chocolate market in Bangkok. The researcher uses qualitative method with 8 respondents by using in-depth interview and quantitative with 133 respondents by using the online survey. The data was analyzed by using factor analysis, descriptive statistics, correlation analysis and multiple linear regression analysis in which five hypotheses are tested. According to the result, it illustrates that reference is the key factors of that influence Thai's customer age between 18 to 60 years old. The result shows that the emotional of customer and reputation of brand are positive relationship to Thai consumer buying intention on chocolate products. From the findings, the researcher would be able to create marketing strategies which are marketing mix strategy, competitive strategy and conservation strategy to match with Thai customer behavior to improve chocolate market in Thailand.