Buying Decision Behavior towards Thai Processed Fruit of Chinese Teenagers Studying in Thailand

Abstract

This research project was a study on “Buying Decision Behavior towards Thai Processed Fruit of Chinese Students in Thailand” aimed to (1) explore the buying behavior toward Thai processed fruit of Chinese students who come to study in Thailand and (2) study the factors that influence the decision to buy fruit of Thailand of Chinese students who come to study. The research combined both quantitative and qualitative methodologies. The questionnaire consisted of 200 people using purposive sampling. And in-depth interviews with a group of five people who did not answer the questionnaire. Data analysis was frequency, percentage, mean, standard deviation, the t-test, the F-test and multiple regressions. The research found that the majority of respondents were male; aged between 21-24 years, studying in Year 3, lived in Thailand for a year, with an average income per month less than 5,000 baht, mainly bought Thai processed fruit with a frequency of 3-4 times per week. They often bought processed fruits at the bazaar and supermarkets / hypermarkets. Most of them bought processed fruits about 500 baht per month on average,
the reason for not buying processed fruits was Thai processed fruit was not famous. A proportion of processed fruits to buy to the overall processed fruits per week were between 1-25%. The most favorite Thai processed fruit was durian chips. The most favorite factor in buying Thai processed fruit was price. The most of factors (totally) that affected the decision to buy Thai processed fruit was the market factor. Most of them agreed that the factors that influence the decision to buy the Thai processed fruit were the quality assurance mark. Studying the factors affected buying decision of Thai processed fruit, social factors and attitude factors were affecting buying decisions of Chinese students, significant at the 0.05 level and the Adjusted R² = 0.854.