Perceived Value Towards Products with Healthier Choice Nutritional Label Among People in Bangkok and its Vicinity
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Abstract
This research aimed to 1) study the behavior of people to purchase products with healthier choice nutritional label among people in Bangkok and its vicinity 2) study perceived value towards products with healthier choice nutritional labels among people in Bangkok and its vicinity 3) compare individual factors to perceived value towards products with healthier choice nutritional labels among people in Bangkok and its vicinity. The research was conducted based on an exploratory research design. A questionnaire was used to collect data from the sample of 600 people selected by multi-stage sampling. Statistics used in the research were frequency distribution, percentage, mean, standard deviation, t-test, and One-way ANOVA with LSD test (Least Significant Difference).
The findings revealed that most of the participants were women, aged 31-45 years, graduated with a bachelor’s degree, working as company employees/employees of the private sector, with
a monthly income of 10,001-30,000 baht, 2) the most common behavior to purchase products with healthier choice nutritional label among these people was purchasing behavior. The reason for the purchase was it contains nutritional value. The place where they purchased was a convenience store. They spent 101-200 baht on each time of purchase. They were influenced by recommendations given by salespersons/dealers, 3) their perceived value towards products with healthier choice nutritional labels among people was overall at a high level. The aspect with the highest mean was emotions, followed by quality, and 4) with regard to the hypothesis testing, individual factors of people in Bangkok and its vicinity, i.e. age, education level, career, and monthly income that are different had different effects on their perceived value towards products with healthier choice nutritional labels among people in Bangkok and its vicinity.
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