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Factors Affecting Pure Orange Juice Purchasing Decisions of Consumers

Listed author(s):
  • Wanvisa Sriratana
  • Visit Limsombunchai


    (Department of Agricultural and Resource Economics,Faculty of Economics,Kasetsart University,Thailand)

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    This 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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    Paper provided by Kasetsart University, Department of Agricultural and Resource Economics in its series Working Papers with number 201002.

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    Length: 18 pages
    Date of creation: May 2010
    Publication status: Published in ARE Working Paper No. 2553/2 (May 2010)
    Handle: RePEc:kau:wpaper:201002
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