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Thai consumer behavior and attitude: effect of gender and degree of Food Neophobia on product liking and food related life style

by Aussama Soontrunnarudrungsri

Title:

Thai consumer behavior and attitude: effect of gender and degree of Food Neophobia on product liking and food related life style

Author(s):

Aussama Soontrunnarudrungsri

Issued date:

2012-01

Abstract:

Food Neophobia Scale (FNS) is important for product development since it might indicate consumer’s purchasing decision of novel food products. This study was aimed to investigate whether FNS can identify product preference and consumer behaviors (Food Related Life Style (FRL)). Thai consumers were screened using FNS in order to have balanced number of consumer who has food neophilic, neutral, and neophobic. Each consumer responded to the questionnaire consisted of demographic, preference test, and FRL scale. According to the preference test, Flavored Brownie, Meangkam rice bar, Core pineapple and cream cheese pie, and Fang herbal juice, were significantly different by the highest liking means of all four product ideas obtained from neophobic consumer. Thus, it might be the evidence to show that food neophobia cannot predict whether consumer will like the new product. The finding from the FRL showed that there were 2 categories significantly different (Novelty and Looking for new ways). On the other hand, the preference score of male and female was not significantly different in all ten product ideas. However, there are 5 out of 23 lifestyle dimensions in FRL found significantly different by female had higher average Likert scores in Importance of product information[5.4, 4.8], Attitudes to advertising[5.1, 4.4], Specialty shops[4.8, 4.2], and Social relationships [5.5, 4.9]. Male was only more positive towards Snacks versus meals [4.3, 3.7]. And the finding from this study suggests that FNS may not be an effective way to predict product preference but it might help us understand consumer behavior and attitude

Keyword(s):

food neophobia
consumer behavior
food related lifestyle
product development
Thai consumers

Resource type:

Conference Paper

Extent:

9 pages

Type:

Text

File type:

application/pdf

Language:

eng

URI:

http://repository.au.edu/handle/6623004553/17749
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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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