Healthy trends and consumer behaviors on consumption of nut related products in Bangkok

Abstract

The purpose of this thematic paper is to investigate consumer behaviors and attitudes toward healthy and consumption of related products in Bangkok. This study tries to find the answers toward research questions in three main fields. There are consumer behaviors, current market analysis about healthy trends and information for new product development. the body of literature concerned with the behavior, new product development and new product adoption. The research was conducted by collecting 200 samples who live in Bangkok and consume nuts from online and offline questionnaire. The results of this study show that marketing mix 4Ps are still able to affect and influence consumers buying decision toward nuts related products. For current nut market there is a demand of healthy nuts. For Information of new product development, the most interested new product is healthy nuts. There is also additional result being found in this study, knowing nut benefits and no associations and relations to consumer behaviors. The results will provide the ideas and practical recommendations, which will be able to be implemented in nut industries in order to improve, develop and generate sales growth, making competitive to other players in the market.