Abstract:
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This study aims to observe and study about consumption behavior of Thai consumers, factors that influent consumers’ decision on food consumption, and a study about understanding of nutrition and trans-fat in food products. In distribution of the questionnaire, 400 random sampling of Thai consumers, age between 20 - 40 years old and currently live inside Thailand, were collected. This primary data was composed of 5 different parts of questions; those were (1) general information of the answerer (2) food consumption behavior (3) factors that influent consumers’ decision (4) influence of each media sources and (5) understanding in food nutrition and trans-fatty acid. The data was analyzed in descriptive static approach and evaluated each factors’ importance on the Scale of Likert (1932). Furthermore, this study also query about consumers’ opinion about nutrition policy in Thailand’s food market, their perception about products’ harmful ingredients, and willingness to improve on their consumption behavior.
The findings of 200 males and 200 females reveal that 70 percent of the group is aged between 20 - 30 years old; majority of males have their Body Mass Index in Overweight category, and Normal category for females. On a scale of the 400 surveys, 53.00 percent consume 3 meals daily, but only 10.75 percent of the sampling group concern about eating the five food groups complementarily in every of their meals. They also revealed that the most important factor that influents them to buy food products is flavor, and the most efficient way to advertise or communicate with them is through Social Media Source (i.e. Facebook). Moreover, for the study about consumers’ level of understanding about nutrition, only 8.25 percent have their perception in a very good level, the rest are in average and below average levels at 38.25 and 50.25 percent, respectively. These findings reflect that majority of the samplings have lack of knowledge and misunderstanding about food nutrition, especially trans-fatty acid. The group, therefore, suggested that they would like to be more intellectual about this nutrition matter – since it will help them improve their food consumption behavior.
Key Words: Food Consumption, Behavior, Nutrition, Trans-Fat, Thai Consumers
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