Factors influencing consumer purchase decision of Japanese frozen ready meals food in Thailand.

Abstract

Currently, Thai consumers’ lifestyle is rush and convenience. Thus, their demand for convenience frozen ready meal food option is higher. Even there is an opportunity of selling Japanese frozen ready meals in Thailand, it has still struggled with driving sales value and sales volume in the Thai market. In this study, the researcher intended to investigate key factors influencing consumer purchase decision of Japanese frozen ready meals food in Thailand in term of quality products, price, brand image, marketing communication, promotion incentive, product knowledge, and product packaging. This study applied survey methods to collect the data from 895 respondents who have experienced purchasing Japanese frozen ready meals food in any brands. The researcher used descriptive statistics and factor analysis. The result of key factors influence consumer purchasing decision that are perceived quality, marketing communication and sales incentive. Nevertheless, others factor showed that most respondents usually have it for dinner, they think sizing of product influenced them to buy and their family influenced them to buy it. So, the researcher suggests the marketing team to create campaign as follow: sampling taste activity, product review by social media influencer. Another activity is do sales promotion such as get limited premium goods promotion.