Publication: Marketing strategies of dried fruits among chinese consumer
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Issued Date
2025-01-17
Resource Type
Language
eng
File Type
application/pdf
Access Rights
Open Access
Rights
ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
Rights Holder(s)
Srinakharinwirot University
Suggested Citation
Ziding Zhou (2025). Marketing strategies of dried fruits among chinese consumer. Retrieved from: https://hdl.handle.net/20.500.14740/52120
Alternative Title(s)
กลยุทธ์การตลาดผลไม้แห้งของผู้บริโภคชาวจีน
Author(s)
Advisor(s)
Organization
Abstract
This study examines the factors influencing Chinese consumers' purchase intentions for Thai dried fruits, focusing on demographic characteristics and marketing mix elements (product, price, place, and promotion). Using a questionnaire-based survey of 400 respondents, the research identified key drivers, including product quality, price flexibility, and promotional strategies. The findings suggested that high-income consumers prioritize quality and branding, while price-sensitive groups responded to discounts and smaller packaging. Limitations such as the absence of product classification analysis and region-specific data were identified, leading to recommendations for targeted marketing strategies and future research. This study provides actionable insights for Thai dried fruit brands seeking to optimize their market presence in China.
Degree Name
MASTER OF BUSINESS ADMINISTRATION
Degree Level
Masters
Degree Discipline
Business Administration
Degree Grantor(s)
Srinakharinwirot University