Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2020-12-06 DOI:10.1080/08974438.2020.1848689

Valeeratana K. Sinsawasdi, Chutamas Jayuutdiskul, Prangmilint Montriwat, K. Kwanbunjan

引用次数: 0

Abstract

Abstract Focus group interviews of parents of 10- to 12-year-old children in Bangkok, Thailand, were conducted to understand how they made milk and yogurt purchase decisions. The transcript analysis indicated five key themes with no differences observed among socioeconomic status groups. These themes revealed the societal value of being tall; and a firm belief that the consumption of milk, but not yogurt, helped to increase final adult height. Overall, parents had low confidence in their buying decisions. These findings may assist both policymakers and the dairy industry in improving food labeling and developing consumer communication strategies.

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学龄前青少年的牛奶购买决策反映了身高的社会价值:曼谷父母的焦点小组研究

摘要对泰国曼谷10至12岁儿童的父母进行了焦点小组访谈，以了解他们是如何做出购买牛奶和酸奶的决定的。转录本分析表明，五个关键主题在社会经济地位群体中没有观察到差异。这些主题揭示了高个子的社会价值；以及一种坚定的信念，即食用牛奶而不是酸奶有助于提高成年后的身高。总体而言，父母对自己的购买决定信心不足。这些发现可能有助于决策者和乳制品行业改进食品标签和制定消费者沟通策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.