Kasetsart Journal of Social Sciences (KJSS)
Unveiling the potential: Food safety, consumer segmentation in Thailand’s snakehead fish market
Kasetsart Journal of Social Sciences -- formerly Kasetsart Journal (Social Sciences), Volume 045, Issue 2, April 2024- June 2024, Pages 587-596
ISSN: 2452-3151(0125-8370)
Atchara Patoomnakul
a
, Ravissa Suchato
a,*
, Kulapa Kuldilok
a
, Nuttapon Pochanaprasert
a
, Kanchanaree Pongchawee
b
, Ratthapat Pradissan
b
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a
Department of Agricultural and Resource Economics, Faculty of Economics, Kasetsart University, Bangkok 10900, Thailand
b
Department of Fisheries, Ministry of Agriculture and Cooperatives, Bangkok 10900, Thailand
*
Corresponding author, e-mail:
ravissa.s@ku.th
Abstract
This study aims to analyze factors influencing the decision-making process of snakehead fish consumers and to group consumers based on their behavior and preferences. Two methods were employed: factor analysis to identify decision-making factors and non-hierarchical cluster analysis to segment consumers. The target populations were selected from areas with large numbers of snakehead fish consumers. The study collected data through phone and online interviews with 472 snakehead fish consumers using stratified random sampling. The result indicated that food safety and nutrition were the primary influencing factors for snakehead fish consumption decisions. Concern about food safety when considering the cleanliness and safety of processed snakehead fish were also crucial factors for consumers. Two distinct consumer groups were identified based on demographic factors and the specific characteristics of snakehead fish desired by consumers. These findings provide insights for developing targeted marketing strategies and emphasize the importance of food safety measures and standardized production processes in the snakehead fish market. Implementing Good Agricultural Practices (GAP) and Good Manufacturing Practices (GMP) is recommended to ensure consumer safety and promote the growth of the snakehead fish industry. In addition, more processed fish should be promoted to reach younger consumers.
Keywords
cluster analysis, consumer preferences, factor analysis, snakehead fish
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