BRAND DEVELOPMENT AND MARKETING COMMUNICATION FOR PROCESSED PRODUCTS FROM CRICKETS FOR THAI CONSUMERS

Abstract

This research aims to 1) Examine the purchasing behaviours, attitudes, and online media exposure of Thai consumers toward cricket-based processed products, and 2) Develop a brand identity and establish content marketing communication guidelines for cricket-based processed products from the case study farm to align with the behaviours and attitudes of Thai consumers. The study employed a mixed-methods research approach, incorporating qualitative data through in-depth interviews with the case study farm's executives and marketers, along with semi-structured interviews with a target consumer group. Quantitative data were collected via questionnaires to analyse purchasing behaviours and online media consumption patterns. The findings reveal that key factors influencing purchasing decisions include hygiene standards, taste, and perceived nutritional value. Regarding media exposure, the study found that Line and Facebook were the primary platforms among Thai consumers, with peak engagement between 20:01-00:00 hours. Processing insects into powder or pasta forms effectively mitigates negative perceptions regarding their physical appearance. Consequently, a new brand named "KRICK&CO" was developed and positioned as a "Lifestyle Premium" insect protein brand to distinguish it from competitors. The results indicate that effective marketing communication strategies involve social media content marketing focused on three pillars: Educator content, Entertainer content, and Converter content. In conclusion, establishing a brand identity that emphasises quality and safety through international standards such as GMP and HACCP, combined with accessible infographics and video content, significantly enhances consumer trust and stimulates purchasing intent among health-conscious consumers.