TY  - SER
AU  - Sarisa Sangratana
AU  - Anal,Anil Kumar
AU  - Kuwornu,John K.M.
AU  - Loc, Thai Nguyen,
ED  - Royal Thai Government Fellowship,
TI  - An analysis of consumers' intention and perception towards functional foods and nutraceuticals in Bangkok Province, Thailand
T2  - Thesis
PY  - 2017///
CY  - Pathum Thani, Thailand
PB  - Asian Institute of Technology
KW  - Functional foods
KW  - Thailand
KW  - Bangkok
KW  - Marketing
KW  - Consumers
KW  - Attitudes
N1  - A thesis submitted in partial fulfillment of the requirements for the  degree of Master of AgriBusiness Management, School of Environment, Resources and Development; Thesis (M. Am.) - Asian Institute of Technology, 2017
N2  - There is an increasing concern towards lifestyle diseases including the food habits. Thus,  there is increased demand of well balanced and nutritionally enhanced food. Functional  foods and nutraceuticals play important role to satisfy this type of consumer demands. Five  factors including health consciousness, knowledge, price, sources of information, and  availability were chosen to investigate on better understandings of the factors that can  influence consumers{u2019} willingness towards functional foods and nutraceuticals. The different  age groups of three different categories, young (15-25 Years), middle-aged (26-45 years)  and seniors (46-60 years) of consumers were categorized to understand the behavior and  perception towards consumption of functional foods and nutraceuticals in Bangkok,  Thailand. The level of understanding of functional food definition was found effected by variations in age. In contrast with nutraceuticals, age cannot affect the understanding of  definition. Moreover, there are some differences in factors that influence willingness to use  functional foods and nutraceuticals. Among young consumers, health consciousness is the  stronger predictor than the others. On the other hand, price is the main factor that can  influence consumers{u2019} willingness of people in middle-aged and older. Also, for  nutraceutical, health consciousness still has an effect on the willingness of young consumers  to use these types of products. However, there are differences in opinion in middle-aged and  old consumers that knowledge and availability are the major factors that can predict the  likelihood of consumer consumption of nutraceuticals. Some recommendations for the  marketers and policy makers are also provided in this study
UR  - http://203.159.5.9/ait-thesis/detail.php?q=B21639
ER  -