The Development of Fruit Juices for Millennials Market

Main Article Content

Pinrada Kaewkhiew
Wut Sookcharoen

Abstract

          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.


 

Downloads

Download data is not yet available.

Article Details

Section
Research Article

References

Bawornbundit, W. and Sangayothin, T. (2017). The development of Juntarok Mangosteen juice product and packaging, Thasala District, Chanthaburi. (In Thai). (Master’s thesis, Burapha University). Retrieved from http://www.ex-mba.buu.ac.th/ACADEMIC/Poster2015/poster133.pdf

Bundechanan, N. and Fongsuwan, W. (2017). Thai generation Y/millennial consumer health and wellness: An antioxidant beverage SEM analysis. Asia-Pacific Social Science Review, 16(3), 83–95.

Cochran, W. G. (1977). Sampling techniques (3rd ed.). New York: John Wiley & Sons.

Food Intelligence Center Thailand. (2017). Naturally healthy beverages in Thailand. (In Thai). Retrieved from http://fic.nfi.or.th/upload/market_overview/Rep_Natural%20Healthy%20%20Bev_17.03.14.pdf

Kasikorn Research. (2019). Trend of healthy products creating business opportunity. (In Thai). Retrieved from https://www.kasikornbank.comth/business/sme/KSMEKnowledge/article/KSMEAnalysis/Documents/HealthyProduct.pdf

Kasikorn Research. (2017). The opportunity for healthy food. (In Thai). Retrieved from https://www.kasikornbank.com/th/business/KSMEKnowledge/article/KSMEAnalysis/Documents/HealthyFoodBusinessGrowth.pdf

Kotler, P. and Keller, K. L. (2012). Marketing management (14th ed). New Jersey: Prentice-Hall.

Mustaqimah, A., Hartoyo, H., & Nurmalina, R. (2019). Marketing mix effect towards customer satisfaction and loyalty: Case study of Rejuve cold-pressed drinks. Indonesian Journal of Business and Entrepreneurship (IJBE), 5(3), 310-320.

Rotphenphian, C. and Tilokavichai, V. (2017). Factors affecting consumer’s buying decisions of functional drink in Bangkok Metropolis. (In Thai). Proceedings of the National and International Graduate Research Conference 2017, Thailand, 1530-1539. Retrieved from https://gsbooks.gs.kku.ac.th/60/nigrc2017/pdf/HMP7.pdf

Schiffman, L. G., Kanuk, L. L. & Wisenblit, J. (2010). Consumer behavior (10th ed). New Jersey: Prentice-Hall.

Tiroksakulchai, R. (2016). Tetra Pak 100% juice index report. (In Thai). Retrieved from https://forbesthailand.com/news/marketingA2.html