Perception of UHT Ready-to-Drink Coconut Water in Bangkok via Online Media

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Published: Dec 28, 2023
DOI: https://doi.org/10.55003/kmaj.2023.12.28.002
Keywords:
coconut water ready to drink UHT online media perception

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Songtham Mokanan
Department of Communication Innovation and Agricultural Development, Faculty of Agricultural Technology, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, 10520
Phatchara Eamkijkarn Sabaijai
Department of Communication Innovation and Agricultural Development, Faculty of Agricultural Technology, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, 10520

Abstract

        The objective of this research was to study the awareness of UHT coconut water in Bangkok via an online channel. Survey responses were collected from 404 participants (age range of 18 to 40 years old) who were exposed to online media and consumed UHT ready-to-drink coconut water. The data collected were then analyzed by descriptive statistical analysis for frequency, relative frequency, and standard deviation. The results showed that the group that has the highest awareness of online media is female (62.10%) at the age between 24 to 29 years old (48.00%), having bachelor's degrees (76.00%), and being employed in private companies (49.80%) with a salary range of 20,001-30,000 baht per month (30.90%). For the overall perception of UHT ready-to-drink coconut water, there is a high awareness from online media exposure of (x̄ = 3.84) and factors rank from high to low, i.e. Convenience (x̄ = 4.01), Communication (x̄ = 3.92), and worthiness x̄ = 3.75), and consumers (Cost of Consumer) (x̄ = 3.69). respectively. It can be concluded that consumers order UHT ready-to-drink coconut water online due to its convenience.

Article Details

How to Cite
Mokanan, S., & Sabaijai, P. . (2023). Perception of UHT Ready-to-Drink Coconut Water in Bangkok via Online Media . King Mongkut’s Agricultural Journal, 41(3), 196–204. https://doi.org/10.55003/kmaj.2023.12.28.002
Issue
Vol. 41 No. 3 (2023): September - December
Section
Research Articles
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King Mongkut's Agricultural Journal

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