Business Approach And Branding Of Healthy Bakery In Thailand

Abstract

The purposes of this research were: 1) to examine the brand value of health-oriented bakery products in Thailand; 2) to investigate the importance of factors influencing business strategies in the production of health-oriented bakery products in Thailand; 3) to compare the importance levels of factors influencing business strategies in the production of health-oriented bakery products in Thailand, categorized by the basic characteristics of survey respondents; 4) to explore a relationship between brand equity and factors influencing business strategies in the production of health-oriented bakery products in Thailand; and 5) to propose business strategies and branding for health-oriented bakery products in Thailand. This study applied a mixed research methodology: quantitative and qualitative method. Quantitative data were collected from customers who used to purchase healthy bakery products via accidental sampling of 385 respondents, and qualitative data were collected from in-depth interview with 5 key informants. The research instrument was a research questionnaire. Statistics used in this study were frequency, percentage, mean, standard deviation, Pearson Product-Moment Correlation, and Multiple Regression Analysis. The research results were as follows: 1) The overall brand equity creation of healthy bakery products were at a high important level, which can be ranked by mean as brand awareness, brand identity, brand preferment, and loyalty respectively; 2) The overall factors leading to business approach of healthy bakery products were at a high important level, which be ranked by mean as competitiveness, product value, packaging, distribution, marketing promotion, and price setting respectively; 3) A relationship between the overall of brand equity creation and factors leading to business approach of healthy  bakery products were at a moderate level;  4) The overall independent variables can  predict the business approach of healthy bakery products at 68.8%, which can be presented as  brand preference, packaging, competitive potential, product value, distribution, and marketing promotion respectively.