Factors Affecting Pure Orange Juice Purchasing Decisions of Consumers

Wanvisa Sriratana and Visit Limsombunchai ()
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Visit Limsombunchai: Department of Agricultural and Resource Economics,Faculty of Economics,Kasetsart University,Thailand

No 201002, Working Papers from Kasetsart University, Department of Agricultural and Resource Economics

Abstract: This paper analyzes factors affecting pure orange juice purchasing decisions of consumers in Bangkok Metropolitan area. The data used in this research were from interviewing 400 consumers in Bangkok Metropolitan area who used to buy pure orange juice. The data were collected during September to October 2008. The descriptive analysis techniques and Conjoint Analysis were applied. The results showed that certificate of standard and quality assurance was the most important factor which influences pure orange juice purchasing decisions of consumers followed by nutrition and price factors, respectively. Types of oranges and packaging were relatively insignificant factors affecting the consumer’s decisions.

Keywords: Orange Juice; Conjoint Analysis; Consumers’ Preferences (search for similar items in EconPapers)
JEL-codes: C10 Q13 (search for similar items in EconPapers)
Pages: 18 pages
Date: 2010-05
New Economics Papers: this item is included in nep-mkt
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Published in ARE Working Paper No. 2553/2 (May 2010)

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