CONSUMER’S BUYING BEHAVIOR AND ATTITUDES TOWARD PORK PART CONSUMPTION IN THAILAND

Abstract

The aim of the research is to explore consumers' buying behavior and attitudes towards pork part consumption in Thailand to reflect their real demands at present. 400 respondents were collected. 4 provinces, namely, Chiangmai, Nakhon Ratchasima, Nakhon Pathom, and Phatthalung, were representatives from each region over the country. Questionnaire was used by convenience sampling method for 100 samples in each selected province. Descriptive and inferential analysis
were applied. The result showed that the respondents were female, 45 years of age, married, 4 members in the household, primary education level, trading or own business, not more than 20,000 baht a month per household on average. They bought pork parts from fresh markets and modern trades, respectively. Streaky pork, pork ribs, and loin showed the most frequent purchase. Pork ribs and loin showed the highest buying quantity for a one-time purchase. To the attitude
towards pork consumption, they showed “most strongly agree” on taste and safeness, when the next was quality at “strongly agree”. From factor analysis, the samples were classified upon their attitude into 4 factors; focusing on taste and safety, on branding, on deliciousness and cooking
objectives, as well as on selling places and origins.