Thai consumers' perception towards black garlic.

Abstract

This research aims to explore Thai consumer’s perception towards black garlic and their motivations toward black garlic purchasing decision. Online questionnaire is being used as an instrument to conduct a quantitative research. 200 samples were collected using convenience sampling method, whereas a screening question was put at the beginning of questionnaire asking if respondents have ever purchased any supplementary foods within last one year. The period of samples collection is between March to April 2018. The collected data was analyzed using descriptive and crosstabulation in SPSS. The study reveals that consumers do perceive black garlic as foods that benefit their health in terms of cholesterol reduction and antioxidant. But, as of present, they do not consider these main benefits of black garlic are necessary. Instead, if they happen to encounter with these health issues in the future, they would consider purchasing black garlic to consume. The study also found that the more positive respondents are towards white garlic, the more positive they are towards black garlic. Vice versa, the more negative respondents are towards white garlic, the more negative they are towards black garlic. And if sample products are offered, the likelihood score that respondents would try the product is higher. From these results, researcher concludes that there is opportunity for black garlic to successfully market in Thailand. Product sampling will be an effective way to encourage purchasing decision as respondents who have appetite for white garlic would be more likely to try black garlic and more than 70% of respondents are positive on white garlic. Avoidance approach is recommended to use on communication as consumers do not consider benefits of black garlic are necessary until they expect to experience those relating health problems in the future.