Browsing Conference Papers by Author "Peeraput Thiendej"
An examination of the influential factors of packaging, price sensitivity and brand image on frozen food consumer buying behavior in Bangkok, Thailand Peeraput Thiendej; Sirion Chaipoopirutana (2016-02)
Packaging has been gradually taking on an important role as a way to serve consumers by providing information and delivering functions. The role of packaging is observed as a strategic tool to influence consumer buying behavior. The main purpose of this research was to identify the influences of the visual elements of packaging in terms of graphics and size/shape and the informational elements of packaging in terms of product information and technology, brand image, price sensitivity on consumer buying behavior of CP ready- to-eat ...