Price Points That Effect on Purchase of Sugar-Sweetened Beverages in Secondary School Students
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Abstract
This study aimed to survey opinion and decision making for the price point that effect on purchase of sugar-sweetened beverages in secondary school students. The price difference was calculated from the difference between maximum affordable price and current retail market price. The study was conducted in secondary school students in Muang, Chiang Mai. From 32,608 students, 680 were recruited in this study using stratified random sampling by school type and school size. Structured questionnaire was administered. To increase validity, SSBs were also displayed to show their brand, size and packaging. Results yielded a 95.3% response rate, with 648 students. The mean age was 14.80+1.52 years. In one week, 60.4% were paid at least 500 bahts for expenses from guardian, 112 bahts (15.11 bahts/day) was spent on SSBs. The 34.6% of students consumed SSBs 5 times/week or more and 17.6% consumed SSBs everyday. From all 104 displayed SSBs, the students decided not to buy SSBs when the price increased in range from 1.18-3.29 baht. In all SSBs including in this study, the price points that effect on purchase of SSB is over 3 bahts. Retail price is a key factor for the decision making.
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