THAI CONSUMERS’ PERCEPTION, MARKETING COMMUNICATION, CONSUMPTION BEHAVIOUR, AND PERCEPTION OF PRODUCT VALUE OF GRILLED PORK THROUGH SOCIAL MEDIA

Abstract

The objective of this research was to study the issues of Thai consumers’ perception, marketing communication, consumption behaviour, and perception of the product value of grilled pork through social media. This research is a quantitative research study using questionnaires to collect 40 samples of grilled pork consumers. The study found that the sample group from online channels had the most perception of grilled pork through Facebook Page. The most frequent perception of grilled pork through social media was 1 - 2 times a month. The budget for buying grilled pork was mainly 50 - 150 baht. The most popular recipe for grilled pork was the grilled pork with fresh milk. The main buying motivation for grilled pork was the location or distribution channel, whichever was most easily accessible.

In addition, the results of the study found that the sample group perceived the value of grilled pork in terms of product image the most. The grilled pork was widely accepted and was brought to banquets in hotels and various ceremonies. In terms of product, it was found that the most product perception of the sample group of grilled pork was a popular Thai street food among Thai people.