Main Article Content
The purposes of this research are 1. to study factors that consumers choose fruit juices 2. To develop fruit juices for millennials market. Data were collected from a convenience sample of 400 millennial consumers. The statistics that used in this research include the frequency, percentage, mean, standard deviation, Independent t-test, and One-way ANOVA. The findings revealed that most of samples were female with the age of 17-37 years old (66.8 percent), drinking fruit juices less than 1 time per week (43 percent). The type of fruits that the millennial consumers want to drink were 100% genuine orange juice (85.8 percent). Other ingredients that need to be added to the juice were fruit pulp. The packaging should be a paper box, size 200-350 ml (38.8 percent). The price of juices should be between 20-29 baht (44.5 percent). The suitable retail locations were convenience stores (81.3 percent). The results also showed that there was a difference between personal factors in term of sex and behavioral factors in term of frequency of drinking juice regarding the factors that consumers choose fruit juices at significant level of 0.05.
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