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035 _a.b12325521
099 9 _aAIT Thesis no.AB-17-07
100 0 _aSarisa Sangratana
245 1 3 _aAn analysis of consumers' intention and perception towards functional foods and nutraceuticals in Bangkok Province, Thailand
260 _aPathum Thani, Thailand :
_bAsian Institute of Technology,
_c2017
300 _a85 leaves :
_bill.,
_e+1 online resource
490 1 _aThesis ;
_vno. AB-17-07
500 _aA thesis submitted in partial fulfillment of the requirements for the degree of Master of AgriBusiness Management, School of Environment, Resources and Development
502 _aThesis (M. Am.) - Asian Institute of Technology, 2017
520 _aThere 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.
650 0 _aFunctional foods
_zThailand
_zBangkok
_xMarketing
650 0 _aConsumers
_zThailand
_xAttitudes
700 1 _aAnal, Anil Kumar,
_eChairperson
700 1 _aKuwornu, John K.M.,
_eExamination Committee
700 0 _aLoc, Thai Nguyen,
_eExamination Committee
710 2 _aRoyal Thai Government Fellowship,
_eScholarship Donor
810 2 _aAsian Institute of Technology.
_tThesis ;
_vno. AB-17-07
856 4 0 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B21639
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_vn
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