Factors Affecting Pure Orange Juice Purchasing Decisions of Consumers
AbstractThis paper analyzes factors affecting pure orange juice purchasing decisions of consumers in Bangkok Metropolitan area. The data used in this research were from interviewing 400 consumers in Bangkok Metropolitan area who used to buy pure orange juice. The data were collected during September to October 2008. The descriptive analysis techniques and Conjoint Analysis were applied. The results showed that certificate of standard and quality assurance was the most important factor which influences pure orange juice purchasing decisions of consumers followed by nutrition and price factors, respectively. Types of oranges and packaging were relatively insignificant factors affecting the consumer’s decisions.
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Bibliographic InfoPaper provided by Kasetsart University, Department of Agricultural and Resource Economics in its series Working Papers with number 201002.
Length: 18 pages
Date of creation: May 2010
Date of revision:
Publication status: Published in ARE Working Paper No. 2553/2 (May 2010)
Orange Juice; Conjoint Analysis; Consumers’ Preferences;
Find related papers by JEL classification:
- C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General
- Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
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