Marketing Strategy Framework for Clean Food Business

Abstract

This research aimed to study the purchasing decision of clean food and to establish a marketing strategy for clean food products. Data were collected by random sampling method which presented a sample group of 400 people. This can be divided into 300 working-age people in the Central Business District of Bangkok and 100 social media users. The statistical tools used for data analysis were mean, percentage, frequency, T-Test, One-Way ANOVA Analysis and Pearson Correlation. The results revealed that the target group who decided to purchase clean food were 31 years old or older who have income more than 20,000 baht per month, regardless of gender. The design of clean food products should focus on ready-to-eat production processes. The quantities should be available in small (S), medium (M), and large (L) sizes. The results implied that the package should be designed to be easily opened and eaten. Consumers decided to purchase clean foods from well-known brands. Price should be set to suit the food quality. In addition, the products should be available at the storefront which consumers can easily grab and purchase. The results also pointed out that sales promotions should provide a discount when purchasing a specified quantity of products. Food delivery service to consumers’ home or office was a must. Moreover, the price level at which consumers were more likely to purchase was 40 baht. But the price level that will generate income was 70 baht.