The purpose of this paper is to identify the factors that influence Thai people to buy date palm juice. Second, to identify gender differences in fruit juice shopping in Bangkok. From Malee Group's annual report, ready-to-drink fruit juice had a market value of thirteen billion baht in 2017 (-8% YoY).
With the same climate and equator similar to the Middle Eastern country, the date can grow well in other countries as well. The date palm now also grows in Southeast Asia, Spain, North Africa, Mexico and California, etc. (Nandy, 2018). Date palm benefits include anti-inflammatory and anti-carcinogenic properties and are high in anti-oxidants (Elliott, 2018).
The massive health benefits of dates have made them one of the best ingredients for muscle development. The customer can get different benefits from the nutrients of the date palm either by eating the fresh palm or by eating the dried fruit. In addition to the dried fruit form, the date palm can be extracted as date juice and bottled.
The purpose of this thematic paper is to first find the motivation to buy date palm juice for most people.
LITERATURE REVIEW
Consumer Behavior
- Health Enhancement
- Disease Prevention
- Production/Ingredient
- Feeling
- Packaging
In addition, Free Form product means the product is free of gluten, dairy products, lactose, meat and allergens or, in other words, free of additives. This also means that they are also looking for the product that can help them maintain their body and protect them from any kind of the expected disease. The date palm fruit has been used for the treatment of folk medicine in many symptoms such as various infectious diseases, cancer and immunomodulatory activity (Puri, 2000).
Date palm also helps increase antioxidant capacity to protect your cells from free radicals. From research, dates appear to have high antioxidant content such as Flavonoids, Carotenoids and Phenolic Acid (Vinson, 2005). This content can also help prevent chronic diseases such as heart disease, cancer, Alzheimer's and diabetes.
My hypothesis is that a production that can provide quality fruit juice can greatly influence the purchasing power of customers. The manufacturer's warranty mark is an external attribute that the consumer can use to claim that the product is of good quality (d'Astoua, 2008). A manufacturer that has a warranty (ie has ISO9001) will give the customer the feeling that the product is worth buying and will give additional benefit to their investment in the purchase of fruit juice.
Furthermore, when consumers believe that the firm will fulfill the commitment of the warranty and/or warranty of the product. As there are many segmentations for the fruit juice such as 100% fruit juice or mixed fruit juice. When customers pay attention to their diet, they tend to look for labels on the packaging such as nutrition and health claims (Bonilla, 2010).
To capture the majority of consumption, it is important that the customer has a preferred taste and can give him the elusive emotion. To meet sales expectations, packaging design can play an important role for the product to attract consumer attention and desire to purchase. In addition to a label in which good work with conceptual and dimensional harmony with the packaging brings the product to life (Roncarelli, 2010).
RESEARCH METHODOLOGY
- Questionnaires - Sampling
- ANOVA Analysis
- Factor Analysis
- Regression Analysis
After conducting the research result, then use SPSS program to conduct ANOVA analysis to see which factor may have the influence within or between some groups of sample as a big picture point of view. After collecting the survey, use factor analysis to identify characteristics of the first construct (literature review topics) that are insignificant to the respondents. Then regroup these variables into a new factor, according to the statistics of factor analysis, which means that these factors are the most important influence on the customer.
After obtaining a new construct from factor analysis, using the significant of these factors to determine the coefficient of customer willingness to buy, determine whether the product should be launched from the perspective of these factors.
RESEARCH FINDINGS
Factor Analysis Result
Ease of use. I prefer to buy bottled fruit juice that is easy to drink. The next group has three properties that evaluate the function of the bottle or container, ie. This group has four characteristics that give reasons why people drink fruit juice, such as juice that contains vitamins needed by the body, and drink fruit juice instead of raw fruit.
The set of these attributes indicates that people would like to have a shortcut to consuming liquids rather than others. I call this group "Supplement" because people feel like they benefit from the fruit juice instead of consuming another raw source of the ingredient. These attributes of the "Production" factor show the dimension of how people are concerned about how long it lasts and how the fruit juice is pasteurized.
These characteristics of "packaging" show the dimension of how the bottle shows the nutrition sign to the customer and also the ability of the bottle to keep fruit juice fresh.
Regression Analysis
- The Model
The factor which has significantly lower than 0.05 shows the important reason why people are willing to buy the date palm juice 59 Baht in 120 cc bottle and the result of adjustment R2 shows the percentage of how many people are willing to buy the date palm juice base on factor to pay that significant. Therefore, the formula of this regression which shows that about 10 people are willing to buy date palm juice is due to the factor of coefficient of .27 of Health Conscious and the coefficient of .17 of Supplement function.
ANOVA Analysis
After conducting ANOVA analysis between gender and attributes, there are six attributes that have significantly lower than .05 namely 1) Shelf life 2) Refreshment 3) Energy filling 4) Vitamins needed by the body 5) Treatment of diarrhea and 6) Treatment of fever . According to the result, men (mean value 2.41) prefer to choose a product with a shelf life of more than 30 days than women (mean value 1.96), who most likely prefer a fresher product. Women more often drink fruit juice base at a slightly higher level of Refreshment (refreshing and energizing) than men.
Female has the average value of refreshing and energizing at 3.54 and 3.34 respectively, while male has the average value of refreshing and energizing 3.35 and 3.14 respectively. On the other hand, males have a high tendency to drink juice to prevent health diseases rather than females. The properties like juice contains vitamins needed to treat the body, treat diarrhea and treat fever, Male has the mean value of and 2.66 respectively which more than female who has the mean value of and 2.31 respectively.
Compare how much people are willing to pay for 100% fruit juice of 120 cc in a glass bottle and the intention to buy date palm juice of 59 Baht in a 120 cc bottle. Because of the averages, more than 2.5 (median) of the people who are willing to pay more than thirty Baht for one hundred percent fruit juice is higher than the average of 2.5. The result shows that about fifty-four percent of people who are willing to pay more than thirty baht for one hundred percent fruit juice will buy 59 baht per 120 cc glass if 100% date palm juice is available next month. bottle.
RECOMMENDATIONS
Recommendations
- Marketing Strategy
- Brand management
Limitation and Further Research
Moreover, the marketer can create the brand image of the additive-free organic ingredient and also the taste of the original to differentiate itself from other brands in the market. Therefore, once the customer has product satisfaction and trust in a good brand image, word of mouth can lead to increased market share. For further research, the survey should focus on both qualitative and quantitative research to understand the factor more deeply and can find some other aspects that can influence people to buy palm juice.
Research does not provide a distribution channel to create greater efficiency for the seller and the consumer. With an appropriate way of studying consumer behavior and product promotion, this could help increase the chance of a new product launch being successful.
APPENDICES
Appendix : Questionnaire
General question
Specific Question
Demographic Question 48. What is your gender?
