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Thai National AGRIS Centre was established in March 13, 1980 by General National FAO Committee, Ministry of Agriculture and Cooperatives cooperated with Food and Agriculture Organization of the United Nations. Collects information related to agricultural sciences and technologies produced/printed in Thailand including those of agricultural information about Thailand produced/printed in abroad Technical management of agricultural information system: indexing, cataloging, creating Thai Agricultural Database Care and preservation of valuable agric [...]

Journal Article

Journal article

Consumption behavior and factors influencing the purchase instant noodles in Bangkok  [2004]

Aphisit Kaeocha(King Mongkut's Institute of Technology Ladkrabang, Bangkok (Thailand). Faculty of Agricultural Technology. Department of Agribusiness Management); Amonsi Tanphiphat(King Mongkut's Institute of Technology Ladkrabang, Bangkok (Thailand). Faculty of Agricultural Technology. Department of Agribusiness Management); Prida Witthayaprichakun(Advance Info Service Co.Ltd., Bangkok (Thailand));

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Study of the consumption behavior and factors influencing the purchase of instant noodles provides information about consumers needs which supports the product development and strategic marketing planning. The data was collected from a questionnaire distributed to 390 consumers in Bangkok. The sampling was conducted through individual interviews. The results of the study revealed that most of the consumers bought instant noodles from department stores and superstores. The plastic packaged noodles are preferred. The reason why they consume instant noodles is it is easy to find and to cook. They consume them at least once a week and their favourite flavors are Tomyum Kung and chopped pork. The research also revealed that the most crucial factors in making decisions to buy the instant noodles were the flavours of noodles and TV advertisements. Other important factors considered are stickiness and softness of the noodles, the variety of the products, the brand, the price, sales promotions, cleanliness and shop locution and car parking facilities. Many consumers believe that regular consumption of instant noodles is harmful to their health. Also, they are uncertain about the packaging of cup noodles as they are still concerned about the heat resistance of the package. Furthermore they think that seasoning powder should not be added to the product while some meat and dried vegetables should be added to increase food nutrition. Apart from these, consumers want to
increase the package size.

From the journal

Warasan Kaset Phrachomklao

ISSN : 0857-0108