| Summary: | 碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 106 === This study examined consumer perceptions and compared the important quality factors between 100% freshly squeezed juice and 100% ready-to-drink juice as well as explore the important factors which has an influence on consumer consumption behaviors in drinking frequency, spending money, purchasing amount of 100% freshly squeezed juice and 100% ready-to-drink juice in Bangkok. The survey was conducted online via Google Form with a sample size of 488 respondents; 271 respondents from 100% freshly squeezed juice and 217 respondents from 100% ready-to-drink juice. According to the result; consumers perceived that safety is the most crucial factor for both types of 100% juices. The independent t-test showed that consumers purchase 100% freshly squeezed juice put more emphasis on health, value for price and visual appeal factors than purchase 100% ready-to-drink juice. Six quality factors were analyzed using importance-performance analysis (IPA). Safety and sensory of both types of 100%juices and health factor of 100% freshly squeezed juice, were perceived as important and well-performed, were positioned in the “Keep up the good work.” Visual appeal of both types of 100% juices, accessibility of 100% freshly squeezed as well as health and value for price factors of 100% ready-to-drink juice, perceived as less important and not well performed were position in “Low priority”. While 100% freshly squeezed juice consumers perceived value for price important but not well performed, was placed in the “Concentrate here”. Moreover, accessibility of 100% ready-to-drink juice consumers was position in “Possible overkill”, perceived as less important but well performed. Consumers believed that health is the most important factor which affects spending money, drinking frequency and purchase amount in 100% freshly squeezed juice while, value for price factor impact only spending money to purchase 100%freshly squeezed juice. Furthermore, accessibility and visual appeal factors, consumers perceived performance impact to the amount of purchase and money spending to buy 100% freshly squeezed juice, respectively, However, health factor of 100% ready-to-drink juice impact to drinking frequency.
|
|---|
