Title: The key factors of consumer purchasing behaviour toward soybean in Thailand

Authors: Tzong-Ru Lee; Yong-Shun Lin; Wilaiporn Paisarn; Natchaya Kraipuy; Guang-Jing Chen; Shaw-Yhi Hwang

Addresses: Department of Marketing, National Chung Hsing University, Taichung City, Taiwan ' Department of International Business, Ling Tung University, Taiwan ' Finance Department, Khon Kaen University, Thailand ' Khon Kaen University, Thailand ' Tian Ye Qin Xue Soybean Farm, 77 Xinxingnong Road, Changhua 426, Taiwan ' International Agriculture Center, National Chung Hsing University, Taiwan

Abstract: Soybean is recommended in many countries because of its nutrients, and with Thailand, consumption surges dramatically. The soybean market is recommended as a potential market for the marketer. This research will assist those by discovering the determinants of consumer purchasing behaviour toward soybean in Thailand. The questionnaires were collected through Google Form from 218 respondents who were soybean consumers. The research provided 21 factors that consumers might consider before purchasing soybean. The data was analysed by grey relation analysis (GRA). The consumer purchasing behaviour toward soybean was revealed in this research. The results showed that the key factors of consumer purchasing behaviour toward soybean were quality, product expiration date, health effects, taste, and nutrition respectively.

Keywords: consumer decision; GRA degree; soybean; Thailand.

DOI: 10.1504/IJAITG.2023.136900

International Journal of Agriculture Innovation, Technology and Globalisation, 2023 Vol.3 No.3, pp.201 - 214

Received: 04 Jul 2021
Accepted: 18 Mar 2022
Published online: 27 Feb 2024 *

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