Branding Building of Nang Lae Pineapple Processed Products that Influence the Purchasing Decisions of Tourists Visiting Chiang Rai Province

Abstract

The purpose of this research is to study purchasing decision behavior of Thai tourists visiting Chiangrai province and to study the branding process of Nang Lae pineapple products from 3pineapple manufacturers. This research deployed both descriptive and quantitative method. An Open - ended questions, interviewing and collecting survey outcome from 400 people were conducted to this research. It was founded that 38% of the overall participant’s profession is the employee of private company who has 15,001 - 20,000 baht in average salary and 72.80% of tourists who purchased processed pineapple for their own. The majority products that they consumed is dried pineapple which counted to 37.80% of total volume. In addition, pineapple cookies are also popular which is 34.40 % of number. Further, the 59.30 % of tourists make their purchasing pineapple products from the souvenir shops and 47.30 % make their purchasing products from super market. The marketing promotion tools affected directly 74.00 % on tourists purchasing decision. The suggestions for pineapple manufacturers to increase sales are the variety of distribution channels such as online - marketing, delivery service (Food Panda, Grab food)

The branding building of processed pineapple in Chiangrai province is outstanding and the uniqueness from the tourists’ eye. The value of pineapple has increased after it was processed to variety of products. The reduction of gasoline method was replaced by Solar cell system to decrease less pollution in pineapple processed products ,and to attract the tourist attention to buy pineapple products. Moreover, the tourists prefer a beautiful packaging and the uniqueness logo to represent Chiangrai pineapple. These factors are the key points that will bring up the high value of Nanglae pineapple.