Consumers’ Perception and Behavior towards Karanda Products in Khon Kaen Province

Abstract

The objective of this research is to investigate the perception and consumers’ behavior towards karanda product in Khon Kaen. The data were collected from 400 consumers by quota sampling, according to the proportion of gender and age and face to face survey by convenient sampling between October and December 2018. The descriptive statistics and Chi-square test were used to analyze data. The results showed that about 76.25% of consumers have known karanda fruits, 51.32% of consumers have eaten karanda fruits, and only 26.49% of consumers have bought karanda fruits, which are prefer karanda preserve product. Moreover, the relationship between marital status who have kid(s) and purchasing behavior toward karanda fruits found statistical significant at 0.05. The marketing mix factors which affecting consumers’ buying behavior are price reduction when buying in large quantities (3 boxes /100 baht), product delivery, Price tag is available, and product should be clean and hygienic.