An analysis of the attributes of crispy snakehead fish for consumer in Bangkok

Abstract

Snakehead fish is the seventh largest fish of fresh water fish produced in the country. At present, it is found that fresh consumption is as high as 77.65 percent, which can be seen that the processing to increase the value of snakehead fish still has a relatively small proportion. Therefore, if the amounts of snakehead fish that raised by the government promotion and imported from Vietnam (via Cambodia) have increased, they will cause the price of snakehead fish to decline. The objective of this study aims to analyze the characteristics of crispy snakehead fish products that consumers want to purchase in Bangkok by conducting a focus group interview of 10 samples to create feature selections and collecting 300 samples for the analysis of consumer behavior and product characteristics using choice model and cluster analysis. In the crispy snakehead fish products found that consumers’ concerns are the FDA standard, expiration dates notice, types of packaging and prices. In crispy snakehead fish product has the feature of specifying expiration dates under the no expiration date feature which consumers are most willing to pay at implicit price of 2.102 baht per 50 grams. When dividing consumer groups by K-means cluster analysis, consumers are divided into 2 groups. Firstly, A Group has 219 consumers that most of them were males, aged 21-30 years old, occupation; students which have less income than 10,000 Baht per month and their educations are less than a bachelor’s degree. This group will focus on standardized products. The quantity is reasonable for the price and has a discount promotion. On the other side, the consumers of M Group have 81 consumers that most of them were female, aged 31-40 years. They have private business that their incomes are more approximately than 30,000 Baht per month and have bachelor’s degree.  They will focus on fresh new products with clear price tags and give free trial products. So, the strategy is divided into 2 groups which are the early working age group, focuses on standardized products, small size, not over 80 Baht for the price and discounts and The family-building age group, focuses on clean products, a clear price tag, and free trial products must be needed which  buying easily.