Consumer’s Behavior and Demand towards Purchasing Grape Products in PB Valley Khao Yai Winery, Pak Chong District, Nakhon Ratchasima Province

Abstract

The objectives of this research were to study behavior and demand towards purchasing grape products, and marketing mix related to consumers' decisions in purchasing grape products in PB Valley Kao Yai Winery, Pak Chong district, Nakhon Ratchasima province. Accidental sampling was used. Questionnaire was applied for data collection from seventy grape product consumers in November 2017. Descriptive statistics was applied to data analysis. The findings revealed that the samples had behaviors of buying grape products from PB Valley Khao Yai Winery for self-consumption and souvenir for others. The 100% fresh grape juice was the most purchased, followed by wine. The average purchase value of grape products was 638.28 baht/time. There was a growing demand for a wide range of products in stores, including grape ice cream, grape cake, grape jelly and pickled grapes. The most favorite packaging style and size were glass bottles and small size because it was convenient to consume and also be reused. The marketing mix issues that consumers demand the most were distribution channels, followed by marketing promotion, product, and price, respectively. Products with quality certification labels and quality certification awards from the Tourism Authority of Thailand and the reputation of farm could create credibility for the products