การสร้างคุณค่าตราสินค้าและกระบวนการตัดสินใจซื้อผลิตภัณฑ์ผลไม้แปรรูปของผู้บริโภค ที่ซื้อสินค้าจากร้านสะดวกซื้อในเขตกรุงเทพมหานคร (Building Brand Equity and Process of Decision-Making of Consumers Who Purchase Freeze Dried Fruits from Convenience Store in Bangkok)

Abstract

               The research on “Building brand equity and process of decision-making of consumers who purchase freeze dried fruits from convenience store in Bangkok” aims to study (1) how producers building brand equity for freeze dried fruit by freeze dried fruit company and (2) the decision making process of consumers patronizing convenience stores in Bangkok. In-depth interviews were conducted and a focus group was established. The study was designed according to Aaker (2002) brand equity model. The key informants were senior executive and marketing communication managers of two companies as well as consumers aged between 20 and 50 years who have experience buying products in convenience stores.

               Research findings are as follow: (1) Producers use online and offline channels to create product loyalty. (2) Producers relate product position to target customers and create product awareness. (3) Producers make distinctions between natural food products with no additives and food products with additives such as seasoning. (4) Producers differentiate product packaging and use story-telling strategy for each product. (5) Producers maintain high-quality factory production processes according to industrial standards.

               As for the consumers’ decision to buy products, the study found that the sampled decision making process can be explained by Kotler and Armstrong‘s (2004) consumer behavior model. The key points of the model identified from the data include need recognition, information search, evaluation of alternatives, purchasing decision and post purchase behavior.