CONSUMER ATTITUDES TOWARD RTD GREEN TEA RELATED TO HEALTH CONSCIOUSNESS
JIRAPORN TANSIRITANES
A THEMATIC PAPER SUMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF MANAGEMENT
COLLEGE OF MANAGEMENT MAHIDOL UNIVERSITY
2015
COPYRIGHT OF MAHIDOL UNIVERSITY
Thematic paper entitled
CONSUMER ATTITUDES TOWARD RTD GREEN TEA RELATED TO HEALTH CONSCIOUSNESS
was submitted to the College of Management, Mahidol University
for the degree of Master of Management on
May 2, 2015
………………………………
Ms. Jiraporn Tansiritanes Candidate ............................................... ............................................... Dr. Poomporn Thamsatitdej, Assoc. Prof. Vichita Ractham, D.B.A. Ph.D. Advisor Chairperson ............................................... ............................................... Assoc. Prof. Annop Tanlamai, Asst. Prof. Randall Shannon, Ph.D. Ph.D. Dean Committee member Colledge of Management Mahidol University
ii
ACKNOWLEDGEMENTS
I would like to take this opportunity for appreciate Dr.Poomporn Thamsatitdej,
for his invaluable advice and appreciate my parents for encouragement and support me.
Jiraporn Tansiritanes
iv
CONTENTS
Page
ACKNOWLEDGEMENTS ii
ABSTRACT iii
LIST OF FIGURES vi
CHAPTER I INTRODUCTION 1
1.1 Background and problem statement 1
1.2 Research objectives 2
CHAPTER II LITERATURE REVIEW 4
2.1 Influence Factors 5
2.1.1 Price 5
2.1.2 Taste 5
2.1.3 Packaging 5
2.1.4 Brand 6
2.1.5 Distribution Channels 6
2.2 Healthy eating trend 6
2.3 Healthy Consciousness/ Live Healthier 7
CHAPTER III RESEARCH METHODOLOGY 8
3.1 Research Hypothesis 8
3.2 Quantitative research methods 8
3.3 Questionnaires and survey design 9
3.4 Conceptual Framework 10
CHAPTER IV FINDING AND DATA ANALYSIS 11
4.1 Health conscious age segmentation 11
4.2 Descriptive data analysis on respondent’s characteristics 11
4.3 Hypothesis Testing 12
4.4 Summary of Hypothesis testing 13
4.5 Health Conscious consumers’ preferences 14
4.6 Trying to live healthier consumers. 15
v
CONTENTS (cont.)
Page
CHAPTER V CONCLUSION AND RECOMMENDATION 16
5.1 Conclusion 16
5.2 Discussion 16
5.3 Recommendation 17
5.4 Limitation 18
5.5 Suggestion for further study 18
REFERENCES 19
APPENDICES 21
Appendix A: QUESTIONNAIRES 22
Appendix B: Hypothesis Testing Result By SPSS Program 25
Appendix C: Crosstabs of demographic factors that effect on Healthy
lifestyle consumers 26
BIOGRAPHY 27
vi
LIST OF FIGURES
Figures Page
3.1 Conceptual Framework 10
4.1 Health conscious age segmentation 11
4.2 Details of the survey population 12
iii
CONSUMER ATTITUDES TOWARD RTD GREEN TEA RELATED TO HEALTH CONSCIOUSNESS
JIRAPORN TANSIRITANES 5649212
M.M. (ENTREPRENUERSHIP MANAGEMENT)
THEMATIC PAPER ADVISORY COMMITTEE: DR. POOMPORN THAMSATITDEJ,
D.B.A., ASST. PROF. RANDALL SHANNON, Ph.D., ASSOC. PROF. VICHITA
RACTHAM, Ph.D.
ABSTRACT
The aim of this study is to investigate factors affect consumer’s behavior who
purchase through social network platform. Online purchase behavior studies and online
decision making process were applied in this study. Using quantitative research to gather
data and questionnaire survey were distributed through online channel. Random sampling
method was applied to distribute the questionnaires, and the quantitative data were
analyzed in statistical with 216 respondents. Multiple regression analysis was used to
explain relationship between both subjective factors and objective factors and online
consumer behavior in social network. The results show critical factors that affect the
online consumer behavior in social network that help online sellers adopt the suitable
strategy to attract consumers.
KEY WORDS: Healthy Lifestyle / Consumer Attitude / RTD green tea
27 pages
1
CHAPTER I
INTRODUCTION
1.1 Background and problem statement
Almost half of the global respondents believe that they are overweight, and
the other half are trying to lose weight according to Nielsen’s consumer research. In
response to that, the healthy-eating trend is now spreading like a virus throughout the
world. Consumers are now seeking for fresh, natural and less processed food, with the
beneficial ingredients that will help fight diseases and promote good health. Also
mentioned in the research, 60% of Asia-Pacific consumers are cutting down on sugar
in their food and 54% are starting to eat more natural fresh food. The healthy-eating
trend is accelerating quickly with social-media and also emerging to Thailand’s market.
It appears that health and its protection or improvement is an important trend in society.
For functional and organic food consumers, health is a fundamental purchasing motive
but until now, these groups have always been considered independently (Beate Irene
Goetzke Achim Spiller, 2014.) Consumers around the world are attempting to change
their health. And they are doing so by making more healthy food choices with the help
from food and beverage companies. Manufacturers are reformulating products to eliminate
or reduce sugar, cholesterol, trans and saturated fat and sodium content from food.
There are tremendous opportunities for food and beverage manufacturers
and retailers to lead a healthy movement by providing the products and services that
consumers want and need. Amongst consumers who are changing their diet to lose
weight, nearly two third or 62% say they are cutting down on sugar and sweets (Nielsen,
2015.) In addition, consumers are looking for functional food and beverage that provide
benefits that can either reduce their risk of diseases and /or promote good health. Globally,
tea is considered to be in the healthy category, other than being refreshing, it is known
for other attributes like antioxidant and fat-blocking elements. Consumers believe health
attributes are important and they are willing to pay a premium for health benefits.
2
Green tea has fascinated significant attention recently, both in the scientific
and in the consumer communities for its health benefits for a variety of sicknesses,
ranging from cancer to weight loss (Nurulain T. Zaveri, 2005.) The beneficial effects
of green tea are attributed to the polyphenolic compounds present in green tea, particularly
the catechins, which make up 30% of the dry weight of green tea leaves (Graham, 1992).
In Thailand, RTD green tea has earn a healthy positioning versus other soft drinks, and
convenience compared with traditional teas since it is easy to consume on-the-go.
There are seven major RTD tea brands in Thailand, four of them that are known for
green tea are Ichitan, Oichi, Itoen, Fuji Cha; for black tea, are Tea Plus and Lipton and
the only RTD white tea is Puriku. Ichitan has the highest market shares in this tea market
with the market share of (42%) and followed by Oishi (39%) The total tea market is
approximately 16,500 million baht, and in 2014 sales of healthy tea category has a 158
percent sale increase compared to the year of 2013 (Nielson 2014). Many major RTD
tea players jumped in to the healthy category in 2014. For example, Oishi released
Kabusacha unsweetened premium matcha, Tea plus came out with unsweetened Oolong
tea and Ichitan released selected organic matcha tea with 2% of sugar. However, the
sales of the healthy RTD green tea didn’t reach the expected sales target. For Ichitan
Selected organic matcha green tea, the sales have been declining after a couple months
since its first launch, which is the same as Oishi Kabusacha who started to lose their
space in modern trade channels. If health attributes are most important to emerging
market respondents, then they are also most willing to pay a premium for health benefits.
Thirty-three percent of respondents say organic is very important and the same percentage
is also willing to pay a premium for these products so then premium pricing shouldn't
be a problem.
1.2 Research objectives
The aim purpose of this paper is to examine consumer’s perception of healthy
RTD organic green tea and identifying the requirements consumers are looking for in
the RTD organic green tea beverage since the healthy trend is increasing. It is also to
find out the real health conscious group and the group that want to have healthier attitudes
toward RTD green tea. In addition, what are the factors that persuade consumers to
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purchase RTD organic green tea and what are the additional attributes that make them
purchase. It is expected that the factor analysis results will be used to support the marketing
team to improve the sales of RTD organic green tea. In order to get the consumer’s
insights, questionnaires survey will be design for participants which are the target market
that the marketing team had set in the beginning such as office women who are trying
to improve the way they eat or are already healthy eaters.
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CHAPTER II
LITERATURE REVIEW
Thailand ranked number 7 of top ten countries for RTD tea market and
green tea the most popular in Asia (Euromonitor 2013.) Forecast of green tea production
growth will double the number of current production in the next seven years (Food and
Agriculture Organization of the United Nations, 2012.) Four major brands of ready-
to-drink green tea in Thailand are Ichitan, Oishi, Itoen, and Fuji Cha. Consumer purchase
intention is defined as subjective perception, as measured by attributes or how each
individual select goods or services according to their budget (Hair et al, 1995.) When
consumers choose the products, they consider several attributes of the products and
their past experiences. For example, the impact of a 50% price reduction on fresh fruit
and baby carrots in two secondary school cafeterias as compared with usual price
conditions, price reductions resulted in a four times increase in fresh fruit sales and a
two times increase in baby carrot sales (Simone A. French, 2003) Also, food labeling
is an important tool that help consumers make a better food choice and the decision to
purchase. Products require labeling for identification and possible grading, description,
and promotion of the product (Kotler Philip& Gary Armstrong, 1991.) Moreover, according
to Symbolic interactionism by Leigh and Gabel, it stated that distribution strategy should
ensure that the outlets carrying the product have images that compliment that of the
product. All these studies provide factors that influence the consumer’s choice of ready
to drink which are price, taste, packaging, brand, and distribution channels. They are
also able to use for constructing models.
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2.1 Influence Factors
2.1.1 Price
Price is identified as a critical factor in marketing mix. Out of all the principles,
price is the one that creates revenues and the others are cost. To know consumers' opinions
about pricing is important as it indicates how they value what they are looking for as
well as what they want to pay. Since there are many players in the ready-to-drink green tea
market, it is ought to understand the competitor’s pricing strategy and use it a leverage for
the promotion campaign.
2.1.2 Taste
When considering the consumer’s preference for any food product, taste is
critical for consumer decision. (Niroshan et al, 2008.) Good taste is also the most
important fundamental factor in relative to fruit and vegetable consumption in The
Netherlands (Brug et al., 1995) and an important criterion to buy a particular food in
Denmark (Holm and Kildevang, 1996.) For beverages, consumers are expecting
something refreshing and thirst redemption. Especially for RTD beverage in Thailand,
heat and humidity make consumers prefer iced tea over warm tea. Plus, there are various
flavored green tea available in the market for consumers to select from to meet their
preferences.
2.1.3 Packaging
Communication and convenience functions of packaging can help consumers
easily understand product information and improve their ability to use and handle the
package, starting from the point of purchase right up to the disposal of used packages.
The label also helps the consumers make better food choices and decision to purchase.
Communication function is a critical and complicated issue since many laws and
regulations as well as established international standards are forced to provide consistency
and principal practices for information claims and display. Many research reports have
focused on effective communication by brands, or specific messages about the product
that' is communicated to consumers via the package’s structural and graphic design
through characters, fonts, colors, pictures, or symbols (van den Bueg Weitzel and van
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de Laar, 2001); (Underwood and Klein, 2002; Renn, 2005; Silayoi and Speece, 2007;
Koutsimanis et al., 2012). 50 to 70 per cent of all purchase decisions are made in a
store, the packaging concept must create consumer confidence and provide a positive
overall impression of the content in the package (Rettie and Brewer, 2000.)
2.1.4 Brand
Brand consciousness is defined as the psychological preference towards
well-known brand names (Sproles and Kendall, 1986.) According to LaChane et al. (2003),
brand consciousness is a major influential factor on consumption. Symbolic qualities
define the evaluation and adoption of products (Solomn, 1983.) Brand is also use to
differentiate product itself from other competitors. In consumer goods, brand plays the
big role for gaining consumer’s trust and preference.
2.1.5 Distribution Channels
Getting right products to the right places at the right time involves a distribution
system. It is clear that the distribution channels is fundamentally important to a dealing
of physical distribution, because the channel is an arena within marketing and logistics
end into consumer’s transactions (I.F. Wilkinson, 1996.) Two main channels that RTD
green tea distributes to are through modern trade, which are CVS, hypermarket, wholesalers
and supermarket, and traditional trade, which are MOM and POP shops that mostly
locate in the upper country.
2.2 Healthy eating trend
Around the world, healthy categories reported the strongest sales growth in
developing regions between 2102 and 2014. Sales grew 15% in Asia Pacific. Healthy
fuels, such as sport drinks, water, tea, and fruit were among the strongest growing healthy
categories (Nielsen, 2015.) Nowadays, lifestyle is one of the most commonly used
concepts in marketing. Markets are segmented based on lifestyle and in many cases
combined with themes of attitudes, beliefs, and personalities (Beate Irene Goetzke
Achim Spiller, 2014.) Despite the type of cosumers who are most important of driving
demand for healthier products, it is clear that this demand has had a large impact on a
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number of industries. In the food industry, health oriented products have experienced
double digit revenue growth between 2003 and 2004 (O’leary, 2005.) For tea beverage,
the adjective commonly use to describe drinking tea are healthy, refreshing, fat-blocking,
thirst quenching and health consciousness. These functions are significantly different
from other beverages, which tend to focus on only taste or the ability to release thirst.
With the support of Nielson survey it showed that health attribute percentage highest
among Millennials (21-34), followed by Baby Boomers (50-64), Generation X (35-49)
and Generation Z (under 20) certain attributes, however, are more important to younger
generations and others to older consumers. Sugar-free or low-sugar products are more
important to older consumers. Thirty-seven percent of Baby Boomers and 33% of Silent
Generation respondents say these attributes are very important, compare to 26% of
Generation Z and 31% of Millennials (Nielson 2015.) Furthermore, 33% of consumers
in Asia pacific including Thailand see organic products as an important health attribute
in purchasing decision (Nielson, 2014.)
2.3 Healthy Consciousness/ Live Healthier
As mention before, consumers globally consider tea as a healthy option
and the organic attributes adds strongly to the value of it. Richard L. Divine Lawrence
Lepisto, 2005 concluded there are two general segments of healthy lifestyle consumers
that first, the percentage that are truly maintaining a healthy lifestyle probably does not
found a large segment of population. The second is that there is clearly a much larger
mainstream segment who have adopt some aspect of healthy lifestyle but who have not
yet fully merge both a healthy diet and regular exercise into their daily routine. Assuming
these conclusions are correct, it suggests that the growing demand for healthy products
is not only being driven by those strictly maintaining a healthy lifestyle, but also by
mainstream people who are attempting to live a little healthier. Therefore, with the
impact of healthy eating trend, these two segments lead to consumer’s attitude toward
purchasing RTD organic green tea. Some certain degree of health consciousness may
be different but, they are ready to do something good for their health.
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CHAPTER III
RESEARCH METHODOLOGY
3.1 Research Hypothesis
H1. Price is positively related to the consumer’s attitude toward RTD green
tea.
H2. Taste is positively related to the consumer’s attitude toward RTD green
tea.
H3. Packaging is positively related to the consumer’s attitude toward RTD
green tea.
H4. Brand is positively related to the consumer’s attitude toward RTD green
tea.
H5. Distribution channels are positively related to the consumer’s attitude
toward RTD green tea.
H6. Costumer’s health consciousness is positively related to the consumer’s
attitude toward RTD green tea.
H7. Costumer’s want to live healthier is positively related to the consumer’s
attitude toward RTD green tea.
3.2 Quantitative research methods
To test research hypothesis, the quantitative research by questionnaires
that will be use to collect data for this research. The quantitative online questionnaire
survey is the best way so that huge amount of information can be collected from a large
number of people in a short period of time and in a relatively cost effective way. Data
will be collected from first jobber to directors’ maximum age of fifty that live and work in
Bangkok. Sampling size is 140 questionnaires, and will be distributed to respondents
online.
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3.3 Questionnaires and survey design
Google survey will be used for this data collecting. Questionnaire will be
formed into four parts, the first part is screening, the second part is general questions,
the third part is specific questions and the last is demographic questions
Part 1. (Screening) In this part the first three questions will screen out of
participants know and drink RTD green tea. Then question 4-11 will separate participant
into three groups, which are Health conscious group, Trying to live healthier group, and
Neither group.
Part 2. (General) General questions, which contain of participants brands
preference, location of buying, acceptable price of RTD green tea and why they choose
RTD green tea.
Part 3. (Specific) Specific questions which contain of consumer intention
factors of buying RTD green tea from the conceptual framework. The measurement of
this part is interval scales (Agreement scale); 5 = Strongly agree, 4 = Agree, 3 = Neutral,
2 = Disagree, 1 = Strongly Disagree.
Part 4. (Demographic) Demographic questions include age, gender,
marital status, educational level, and monthly income. Nominal scale is the
measurement of this part.
Statistical treatment of Data
SPSS is an analyzing method for this research. Select case analysis function
will be treated to categorized participants lifestyle behaviors. Then Anova analysis
function will be use to categorize factors to participants and the results will be use as a
compare means.
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3.4 Conceptual Framework
Figure 3.1 Conceptual Framework
Figure above show the factors that preference by health conscious consumers
and costumers that are trying to change their habits to live healthier buying intention.
The concept is included five factors, which are Price, Taste, Packaging, Brand, and
Distribution channel. These factors will be used to analyze two group of costumers
under healthy lifestyle.
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CHAPTER IV
FINDING AND DATA ANALYSIS
4.1 Health conscious age segmentation
Figure 4.1 Health conscious age segmentation
In order to identify the specific demographic factors for health conscious
participants, Crosstabs analysis method was conducted. The result showed that out of all
factors, which are, Age, Gender, Status, and Educational level, “Age” is the most significant
factor that identify specific in demographic behavior segmentation. The table above shows
the average age group that of participants that are health conscious are between 26-30 year
old.
4.2 Descriptive data analysis on respondent’s characteristics
This analysis is to captures healthy lifestyle buyers’ attitude toward ready
to drink green tea with five related factors. So the collected data will show the relationship
of each factor that lead the buying reference in each group. This chapter will represent
the data collected from respondents through online
Questionnaires (Google survey) and data analyzed from SPSS statistic program.
The questionnaires were distributed randomly to 140 people that live and work in Bangkok.
The results are presented into 3 parts:
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Part 1: Descriptive data analysis on respondent’s characteristics
Part2: Hypothesis Testing
Part 3: Discussion
Figure 4.2 Details of the survey population
Figure above 4.2 shows the results of lifestyle grouping. 79 people out of
140 respondents are fall in the health conscious category. 34 people are under trying to
live healthier category and the rest 27 people are neither in those two group. So total
of 113 people are considered to have healthy lifestyle.
4.3 Hypothesis Testing
Regression analysis is a statistical process for estimating the relationships
among variables in this case there are five variables, which are Price, Taste, Packaging,
Brand, and Distribution Channels. Then the results of regression analysis are applied
to compare means method for Health Conscious and Trying to Live healthier group.
The result is presented as below table.
Number of people Total 140
Health Conncious 79 people
Trying to Live Healthier 34 people
Neither 27 people
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4.4 Summary of Hypothesis testing
H1. Price is positively related to the consumer’s attitude toward RTD green
tea. Accepted
H2. Taste is positively related to the consumer’s attitude toward RTD
green tea. Rejected
H3. Packaging is positively related to the consumer’s attitude toward RTD
green tea. Accepted
H4. Brand is positively related to the consumer’s attitude toward RTD
green tea. Accepted
H5. Distribution channels are positively related to the consumer’s attitude
toward RTD green tea. Accepted
14
According to the overall result presented in the table, the hypothesis is rejected
in 1 independent variable, which is Taste. The four accepted independent variables are,
Price, Distribution channels, Packaging and Brand. Therefore, it concluded that those
4 factors correlate with consumer’s preferences toward RTD green tea.
4.5 Health Conscious consumers’ preferences
H6. Costumer’s health consciousness is positively related to the consumer’s
attitude toward RTD green tea. Accepted
15
According to the result above, the hypothesis is rejected in 3 independent
variables, which are Taste, Distribution channels, and Packaging The two accepted
independent variables and Packaging and Price. Therefore, it concluded that those 2
factors correlate with health conscious consumers’ preferences toward RTD green tea.
4.6 Trying to live healthier consumers.
H7. Costumer’s want to live healthier is positively related to the consumer’s
attitude toward RTD green tea. Accepted
According to the result above, the hypothesis is rejected in 3 independent
variables, which are Taste, Distribution channels, and Price. The two accepted independent
variables and Packaging and Brand. Therefore, it concluded that those 2 factors correlate
with health conscious consumers’ preferences toward RTD green tea.
16
CHAPTER V
CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The research results lead to the answer of what are the factors that motivate
consumers with healthy lifestyle to purchase Low-sugar RTD green tea. The survey
started with screening out consumers who never or hardly purchase RTD green tea, and
then the questionnaires segmented consumers into three categories which are Health
conscious consumers, consumers that are trying to live healthier and those that are neither.
Then the data analytic showed the results relationships between five purchase motivators
to Health conscious group and the Living healthier group. However, Taste, one of the
five factors, was not accepted as a result that motivate consumers to purchase RTD
green tea. The results indicated that the health conscious group’s attitude toward RTD
green tea is relating to packaging and price and the group that is trying to live healthier
attitude toward RTD green is brand and packaging.
5.2 Discussion
Even though Taste is considered as one of the most important factors for
food and drink, it was not important when it comes to choosing RTD green tea for
consumers with healthy lifestyle. Compares to packaging, this factor is accepted in
both health conscious and trying to live healthier groups. This implied that consumers
with healthy lifestyle are positively reading the labels and ingredients before purchasing
their food. For health conscious group, the surprising factor that having impact on their
attitude toward RTD green tea is price. Most of the healthy food, which are organically
grown or naturally produce tend to cost more than regular grown food. Some are willing
to pay more for better quality in the food that they consume. The second factor that
impact on health conscious group is packaging. In the data analytic, it shows that people
17
in this category read nutrition facts before purchase. Not only choosing the packaging
that look natural but they read labels as well.
For living healthier group, packaging is also one of the factors that motivate
their purchase. People in this group started to read the labels and ingredients before
purchasing as well. However, branding is also affect their purchase behavior, they prefer
brands that have heard before and brands that they trust for their health.
5.3 Recommendation
The purpose of this study is the find insight healthy lifestyle consumers’
attitude toward RTD green tea, so that the results will help the marketing team of Ichitan
Group to rebranding and retargeting the RTD green tea with low sugar to the right
consumer target. As before, the marketing team launched the low sugar SKU and aimed
the target group that is trying to lose weight but he sale result wasn’t impressive. Therefore,
this study will help the marketing to select the right target group, which is healthy lifestyle
group and focus on the factors that are really concern by these consumers. So, the team
can recreate the new packaging and adjust the ingredients and price that suitable with
the lifestyle of this group.
Since packaging effects on consumers’ attitude toward buying, the new
design of packaging is recommended. Health conscious consumers read labels before
doing their purchase, so the label of RTD green tea should include information of nutrition.
Also the packaging should be design to have the look and feel of healthy and natural
product, to make the consumers believe and trust in the product.
According to the result show in table 4.1, the average age of health conscious
consumers are between 26-30 years old. The characteristics of this age group are classified
as in working age group and they are living in the urban area. In order to attract this
group of consumers, the marketing team must repackaging and creates marketing campaigns
that this group of consumers are interested in. The result showed that distribution channels
aren’t the concern factors for healthy lifestyle consumers because many of them normally
purchase their RTD green tea from CVS. However, health conscious group do exercise
regularly, to expand the distribution channels to reach this target group, fitness centers
is an excellent alternative choice to distribute the RTD green tea other than CVS.
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5.4 Limitation
Healthy living tread is scattering around the world, some countries are more
impacting than others. Thailand, however, the trend is slowly spreading mainly only in
the Bangkok metro areas. The results of questionnaires were only responded by people
that are living in Bangkok, moreover, the results of this study only based on 140 people
which were distributed online through Social media which were not aimed for specific
target group. So, assumption of the results can’t be applying nation wise but only specific
areas like Bangkok.
5.5 Suggestion for further study
The survey should be conducted throughout Thailand and not specifically
in Bangkok, since the trend of healthy living is widespread, in order to get the result of
which part of Thailand that is already impacted by this healthy trend. The further research
results will help in directing the marketing team to create plan support advertising and
sale in those areas. Healthy lifestyle consumers that are not living in Bangkok might
have different attitude towards RTD green tea so future study can help indicate the
factors that motivate these consumers. Furthermore, brand perception is also important
to enhance consumers’ attitude toward RTD green tea. Since the results from this survey
can’t identify consumer’s perception of each RTD green tea brands. The result of
consumers’ brand perception will help the marketing team to make accurate decision to
continue using the RTD green tea brand or create a subsidiary brand for the low-sugar
RTD green tea. In conclusion, continue researching of important elements on packaging
that reflect on consumer attitudes toward buying will also enhances the sale since
packaging is an important factor that healthy lifestyle consumers pay attention to.
19
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BIOGRAPHY
NAME Ms. Jiraporn Tansiritanes
DATE OF BIRTH 13/01/1984
PLACE OF BIRTH Bangkok, Thailand
INSTITUTE ATTENDED Bachelor of Art, San Jose State
University, 2007
Master of Management, Mahidol
University, 2015
RESEARCH GRANTS -
HOME ADDRESS 448/34 Moo Baan Garden House,
Chongnonsi, Yanawa, Bangkok
Thailand, 10210
Tel. 085-8455884
Email: [email protected]
EMPLOYMENT ADDRESS 2922/301-303 28th Floor. Charnissara 2
Tower, Petchburi rd. Bang Kapi,
Huai Khwang, Bangkok 10310
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