Attributes Affecting Consumers' Purchasing Decision On Pork Scratching

At present, pork rind is popular in the consumer industry. It is more competitive. This gives operators a lot Improves Product Development and pork rind. Without knowing exactly what features of products that affect the purchasing decisions of consumers. It is impossible to meet the preferences of consumers appropriately. This paper aimed to analyze attributes that affected consumers’ purchasing decision on pork scratching products, using conjoint analysis technique. Four hundred consumers in Bangkok were interviewed using questionnaire. Moreover, the cluster analysis technique was applied to segment consumers into groups that had satisfaction on similar attributes in order to formulate marketing strategies. The analytical results found that the consumers gave the most importance on the vacuum packaging. The important attributes of pork scratching products next below the top were price, labels, and spiral form. The cluster analysis showed that the consumers could be divided into 3 groups based on their similar preferences on attributes. The first group of consumers was mainly women with low income that gave importance on THB 50 per 100 grams prices. The second group of consumers was mainly men with high income who preferred the spiral shape of pork scratching. Finally, the third group of consumers was mainly women with high income that favored the zip lock packaging. This study results were beneficial to pork scratching seller to develop their marketing strategies.