The Consumption of Frozen Food of People in Suanluang Area

Abstract

The purposes of this research were to study (1) Personal characteristic and consumption behavior of people in Suanluang area (2) The opinion of people in Suanluang involvement consumption behavior frozen food and (3) Awareness frozen food brand of people in Suanluang area. This study were conducted applying 2 research methodologies.

Quantitative approach, questionnaire used to collect data from 197of people in Suanluang area. The data was analyzed, using descriptive statistics. For the qualitative approach, in-depth interview, focus group, observation, field notes and memos were conducted with the 16 person. The results indicated that (1) Almost of people in Suanluang area had male, average 31-45 years old, bachelor's degree, more than 10 years lived in Suanluang area, in condo, employee, average 25,001-35,000 per month, Thai nationality, buddhist, know to place very well, always see the store during travel and had bought frozen food. Mainly buy frozen and refrigerated ready-to-eat foods. (2) The opinions of the people in Suanluang area were very satisfied with the taste, variety of food, the brand has popular, ease of consumption, stick to the price tag and advertising and that has not satisfied to reducing the price and promoting one buy one getaway. (3) Most of the people in Suanluang area had well aware of the value of frozen food brand.