Consumer behavior of canned coffee in Bangkok
1999
Saowaree Taphontong(King Mongkut's Institute of Technology Ladkrabang, Bangkok (Thailand). Faculty of Agricultural Technology. Dept. of Agri-Business Administration)
Study on behavior consumer of canned coffee in Bangkok from 400 samples showed that the make consumers the age averaged 21-30 years, single status, working in private companies and the net income averaged 5,001-10,000 bahts. The most popular trade name for consumers in Birdy, and the trade name is the first priority to be considered for making decision to buy the canned coffee. It is recommended that the price per can should be lower that present time. The producers would be determined the target consumers of medium net income. The government sector should be recommed the quality control to meet standard. However, the consumers reveal that the canned coffee is a soft drink for older peoples, especially they have been worked at night time to make refreshment and drinking every day. It is the fact that the canned coffee may be dangerous to human health if the consumers take more and more. The research findings on the relationship between different professional careers and frequency of drinking should statistical significantly correlated to each others (P LT 0.05).
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