CONSUMER ATTITUDES TOWARD RTD GREEN TEA RELATED TO HEALTH CONSCIOUSNESS

JIRAPORN TANSIRITANES

A THEMATIC PAPER SUMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF MANAGEMENT

COLLEGE OF MANAGEMENT MAHIDOL UNIVERSITY

2015

COPYRIGHT OF MAHIDOL UNIVERSITY

Thematic paper entitled

CONSUMER ATTITUDES TOWARD RTD GREEN TEA RELATED TO HEALTH CONSCIOUSNESS

was submitted to the College of Management, Mahidol University

for the degree of Master of Management on

May 2, 2015

………………………………

Ms. Jiraporn Tansiritanes Candidate ............................................... ............................................... Dr. Poomporn Thamsatitdej, Assoc. Prof. Vichita Ractham, D.B.A. Ph.D. Advisor Chairperson ............................................... ............................................... Assoc. Prof. Annop Tanlamai, Asst. Prof. Randall Shannon, Ph.D. Ph.D. Dean Committee member Colledge of Management Mahidol University

ii

ACKNOWLEDGEMENTS

I would like to take this opportunity for appreciate Dr.Poomporn Thamsatitdej,

for his invaluable advice and appreciate my parents for encouragement and support me.

Jiraporn Tansiritanes

iv

CONTENTS

Page

ACKNOWLEDGEMENTS ii

ABSTRACT iii

LIST OF FIGURES vi

CHAPTER I INTRODUCTION 1

1.1 Background and problem statement 1

1.2 Research objectives 2

CHAPTER II LITERATURE REVIEW 4

2.1 Influence Factors 5

2.1.1 Price 5

2.1.2 Taste 5

2.1.3 Packaging 5

2.1.4 Brand 6

2.1.5 Distribution Channels 6

2.2 Healthy eating trend 6

2.3 Healthy Consciousness/ Live Healthier 7

CHAPTER III RESEARCH METHODOLOGY 8

3.1 Research Hypothesis 8

3.2 Quantitative research methods 8

3.3 Questionnaires and survey design 9

3.4 Conceptual Framework 10

CHAPTER IV FINDING AND DATA ANALYSIS 11

4.1 Health conscious age segmentation 11

4.2 Descriptive data analysis on respondent’s characteristics 11

4.3 Hypothesis Testing 12

4.4 Summary of Hypothesis testing 13

4.5 Health Conscious consumers’ preferences 14

4.6 Trying to live healthier consumers. 15

v

CONTENTS (cont.)

Page

CHAPTER V CONCLUSION AND RECOMMENDATION 16

5.1 Conclusion 16

5.2 Discussion 16

5.3 Recommendation 17

5.4 Limitation 18

5.5 Suggestion for further study 18

REFERENCES 19

APPENDICES 21

Appendix A: QUESTIONNAIRES 22

Appendix B: Hypothesis Testing Result By SPSS Program 25

Appendix C: Crosstabs of demographic factors that effect on Healthy

lifestyle consumers 26

BIOGRAPHY 27

vi

LIST OF FIGURES

Figures Page

3.1 Conceptual Framework 10

4.1 Health conscious age segmentation 11

4.2 Details of the survey population 12

iii

CONSUMER ATTITUDES TOWARD RTD GREEN TEA RELATED TO HEALTH CONSCIOUSNESS

JIRAPORN TANSIRITANES 5649212

M.M. (ENTREPRENUERSHIP MANAGEMENT)

THEMATIC PAPER ADVISORY COMMITTEE: DR. POOMPORN THAMSATITDEJ,

D.B.A., ASST. PROF. RANDALL SHANNON, Ph.D., ASSOC. PROF. VICHITA

RACTHAM, Ph.D.

ABSTRACT

The aim of this study is to investigate factors affect consumer’s behavior who

purchase through social network platform. Online purchase behavior studies and online

decision making process were applied in this study. Using quantitative research to gather

data and questionnaire survey were distributed through online channel. Random sampling

method was applied to distribute the questionnaires, and the quantitative data were

analyzed in statistical with 216 respondents. Multiple regression analysis was used to

explain relationship between both subjective factors and objective factors and online

consumer behavior in social network. The results show critical factors that affect the

online consumer behavior in social network that help online sellers adopt the suitable

strategy to attract consumers.

KEY WORDS: Healthy Lifestyle / Consumer Attitude / RTD green tea

27 pages

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CHAPTER I

INTRODUCTION

1.1 Background and problem statement

Almost half of the global respondents believe that they are overweight, and

the other half are trying to lose weight according to Nielsen’s consumer research. In

response to that, the healthy-eating trend is now spreading like a virus throughout the

world. Consumers are now seeking for fresh, natural and less processed food, with the

beneficial ingredients that will help fight diseases and promote good health. Also

mentioned in the research, 60% of Asia-Pacific consumers are cutting down on sugar

in their food and 54% are starting to eat more natural fresh food. The healthy-eating

trend is accelerating quickly with social-media and also emerging to Thailand’s market.

It appears that health and its protection or improvement is an important trend in society.

For functional and organic food consumers, health is a fundamental purchasing motive

but until now, these groups have always been considered independently (Beate Irene

Goetzke Achim Spiller, 2014.) Consumers around the world are attempting to change

their health. And they are doing so by making more healthy food choices with the help

from food and beverage companies. Manufacturers are reformulating products to eliminate

or reduce sugar, cholesterol, trans and saturated fat and sodium content from food.

There are tremendous opportunities for food and beverage manufacturers

and retailers to lead a healthy movement by providing the products and services that

consumers want and need. Amongst consumers who are changing their diet to lose

weight, nearly two third or 62% say they are cutting down on sugar and sweets (Nielsen,

2015.) In addition, consumers are looking for functional food and beverage that provide

benefits that can either reduce their risk of diseases and /or promote good health. Globally,

tea is considered to be in the healthy category, other than being refreshing, it is known

for other attributes like antioxidant and fat-blocking elements. Consumers believe health

attributes are important and they are willing to pay a premium for health benefits.

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Green tea has fascinated significant attention recently, both in the scientific

and in the consumer communities for its health benefits for a variety of sicknesses,

ranging from cancer to weight loss (Nurulain T. Zaveri, 2005.) The beneficial effects

of green tea are attributed to the polyphenolic compounds present in green tea, particularly

the catechins, which make up 30% of the dry weight of green tea leaves (Graham, 1992).

In Thailand, RTD green tea has earn a healthy positioning versus other soft drinks, and

convenience compared with traditional teas since it is easy to consume on-the-go.

There are seven major RTD tea brands in Thailand, four of them that are known for

green tea are Ichitan, Oichi, Itoen, Fuji Cha; for black tea, are Tea Plus and Lipton and

the only RTD white tea is Puriku. Ichitan has the highest market shares in this tea market

with the market share of (42%) and followed by Oishi (39%) The total tea market is

approximately 16,500 million baht, and in 2014 sales of healthy tea category has a 158

percent sale increase compared to the year of 2013 (Nielson 2014). Many major RTD

tea players jumped in to the healthy category in 2014. For example, Oishi released

Kabusacha unsweetened premium matcha, Tea plus came out with unsweetened Oolong

tea and Ichitan released selected organic matcha tea with 2% of sugar. However, the

sales of the healthy RTD green tea didn’t reach the expected sales target. For Ichitan

Selected organic matcha green tea, the sales have been declining after a couple months

since its first launch, which is the same as Oishi Kabusacha who started to lose their

space in modern trade channels. If health attributes are most important to emerging

market respondents, then they are also most willing to pay a premium for health benefits.

Thirty-three percent of respondents say organic is very important and the same percentage

is also willing to pay a premium for these products so then premium pricing shouldn't

be a problem.

1.2 Research objectives

The aim purpose of this paper is to examine consumer’s perception of healthy

RTD organic green tea and identifying the requirements consumers are looking for in

the RTD organic green tea beverage since the healthy trend is increasing. It is also to

find out the real health conscious group and the group that want to have healthier attitudes

toward RTD green tea. In addition, what are the factors that persuade consumers to

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purchase RTD organic green tea and what are the additional attributes that make them

purchase. It is expected that the factor analysis results will be used to support the marketing

team to improve the sales of RTD organic green tea. In order to get the consumer’s

insights, questionnaires survey will be design for participants which are the target market

that the marketing team had set in the beginning such as office women who are trying

to improve the way they eat or are already healthy eaters.

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CHAPTER II

LITERATURE REVIEW

Thailand ranked number 7 of top ten countries for RTD tea market and

green tea the most popular in Asia (Euromonitor 2013.) Forecast of green tea production

growth will double the number of current production in the next seven years (Food and

Agriculture Organization of the United Nations, 2012.) Four major brands of ready-

to-drink green tea in Thailand are Ichitan, Oishi, Itoen, and Fuji Cha. Consumer purchase

intention is defined as subjective perception, as measured by attributes or how each

individual select goods or services according to their budget (Hair et al, 1995.) When

consumers choose the products, they consider several attributes of the products and

their past experiences. For example, the impact of a 50% price reduction on fresh fruit

and baby carrots in two secondary school cafeterias as compared with usual price

conditions, price reductions resulted in a four times increase in fresh fruit sales and a

two times increase in baby carrot sales (Simone A. French, 2003) Also, food labeling

is an important tool that help consumers make a better food choice and the decision to

purchase. Products require labeling for identification and possible grading, description,

and promotion of the product (Kotler Philip& Gary Armstrong, 1991.) Moreover, according

to Symbolic interactionism by Leigh and Gabel, it stated that distribution strategy should

ensure that the outlets carrying the product have images that compliment that of the

product. All these studies provide factors that influence the consumer’s choice of ready

to drink which are price, taste, packaging, brand, and distribution channels. They are

also able to use for constructing models.

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2.1 Influence Factors

2.1.1 Price

Price is identified as a critical factor in marketing mix. Out of all the principles,

price is the one that creates revenues and the others are cost. To know consumers' opinions

about pricing is important as it indicates how they value what they are looking for as

well as what they want to pay. Since there are many players in the ready-to-drink green tea

market, it is ought to understand the competitor’s pricing strategy and use it a leverage for

the promotion campaign.

2.1.2 Taste

When considering the consumer’s preference for any food product, taste is

critical for consumer decision. (Niroshan et al, 2008.) Good taste is also the most

important fundamental factor in relative to fruit and vegetable consumption in The

Netherlands (Brug et al., 1995) and an important criterion to buy a particular food in

Denmark (Holm and Kildevang, 1996.) For beverages, consumers are expecting

something refreshing and thirst redemption. Especially for RTD beverage in Thailand,

heat and humidity make consumers prefer iced tea over warm tea. Plus, there are various

flavored green tea available in the market for consumers to select from to meet their

preferences.

2.1.3 Packaging

Communication and convenience functions of packaging can help consumers

easily understand product information and improve their ability to use and handle the

package, starting from the point of purchase right up to the disposal of used packages.

The label also helps the consumers make better food choices and decision to purchase.

Communication function is a critical and complicated issue since many laws and

regulations as well as established international standards are forced to provide consistency

and principal practices for information claims and display. Many research reports have

focused on effective communication by brands, or specific messages about the product

that' is communicated to consumers via the package’s structural and graphic design

through characters, fonts, colors, pictures, or symbols (van den Bueg Weitzel and van

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de Laar, 2001); (Underwood and Klein, 2002; Renn, 2005; Silayoi and Speece, 2007;

Koutsimanis et al., 2012). 50 to 70 per cent of all purchase decisions are made in a

store, the packaging concept must create consumer confidence and provide a positive

overall impression of the content in the package (Rettie and Brewer, 2000.)

2.1.4 Brand

Brand consciousness is defined as the psychological preference towards

well-known brand names (Sproles and Kendall, 1986.) According to LaChane et al. (2003),

brand consciousness is a major influential factor on consumption. Symbolic qualities

define the evaluation and adoption of products (Solomn, 1983.) Brand is also use to

differentiate product itself from other competitors. In consumer goods, brand plays the

big role for gaining consumer’s trust and preference.

2.1.5 Distribution Channels

Getting right products to the right places at the right time involves a distribution

system. It is clear that the distribution channels is fundamentally important to a dealing

of physical distribution, because the channel is an arena within marketing and logistics

end into consumer’s transactions (I.F. Wilkinson, 1996.) Two main channels that RTD

green tea distributes to are through modern trade, which are CVS, hypermarket, wholesalers

and supermarket, and traditional trade, which are MOM and POP shops that mostly

locate in the upper country.

2.2 Healthy eating trend

Around the world, healthy categories reported the strongest sales growth in

developing regions between 2102 and 2014. Sales grew 15% in Asia Pacific. Healthy

fuels, such as sport drinks, water, tea, and fruit were among the strongest growing healthy

categories (Nielsen, 2015.) Nowadays, lifestyle is one of the most commonly used

concepts in marketing. Markets are segmented based on lifestyle and in many cases

combined with themes of attitudes, beliefs, and personalities (Beate Irene Goetzke

Achim Spiller, 2014.) Despite the type of cosumers who are most important of driving

demand for healthier products, it is clear that this demand has had a large impact on a

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number of industries. In the food industry, health oriented products have experienced

double digit revenue growth between 2003 and 2004 (O’leary, 2005.) For tea beverage,

the adjective commonly use to describe drinking tea are healthy, refreshing, fat-blocking,

thirst quenching and health consciousness. These functions are significantly different

from other beverages, which tend to focus on only taste or the ability to release thirst.

With the support of Nielson survey it showed that health attribute percentage highest

among Millennials (21-34), followed by Baby Boomers (50-64), Generation X (35-49)

and Generation Z (under 20) certain attributes, however, are more important to younger

generations and others to older consumers. Sugar-free or low-sugar products are more

important to older consumers. Thirty-seven percent of Baby Boomers and 33% of Silent

Generation respondents say these attributes are very important, compare to 26% of

Generation Z and 31% of Millennials (Nielson 2015.) Furthermore, 33% of consumers

in Asia pacific including Thailand see organic products as an important health attribute

in purchasing decision (Nielson, 2014.)

2.3 Healthy Consciousness/ Live Healthier

As mention before, consumers globally consider tea as a healthy option

and the organic attributes adds strongly to the value of it. Richard L. Divine Lawrence

Lepisto, 2005 concluded there are two general segments of healthy lifestyle consumers

that first, the percentage that are truly maintaining a healthy lifestyle probably does not

found a large segment of population. The second is that there is clearly a much larger

mainstream segment who have adopt some aspect of healthy lifestyle but who have not

yet fully merge both a healthy diet and regular exercise into their daily routine. Assuming

these conclusions are correct, it suggests that the growing demand for healthy products

is not only being driven by those strictly maintaining a healthy lifestyle, but also by

mainstream people who are attempting to live a little healthier. Therefore, with the

impact of healthy eating trend, these two segments lead to consumer’s attitude toward

purchasing RTD organic green tea. Some certain degree of health consciousness may

be different but, they are ready to do something good for their health.

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CHAPTER III

RESEARCH METHODOLOGY

3.1 Research Hypothesis

H1. Price is positively related to the consumer’s attitude toward RTD green

tea.

H2. Taste is positively related to the consumer’s attitude toward RTD green

tea.

H3. Packaging is positively related to the consumer’s attitude toward RTD

green tea.

H4. Brand is positively related to the consumer’s attitude toward RTD green

tea.

H5. Distribution channels are positively related to the consumer’s attitude

toward RTD green tea.

H6. Costumer’s health consciousness is positively related to the consumer’s

attitude toward RTD green tea.

H7. Costumer’s want to live healthier is positively related to the consumer’s

attitude toward RTD green tea.

3.2 Quantitative research methods

To test research hypothesis, the quantitative research by questionnaires

that will be use to collect data for this research. The quantitative online questionnaire

survey is the best way so that huge amount of information can be collected from a large

number of people in a short period of time and in a relatively cost effective way. Data

will be collected from first jobber to directors’ maximum age of fifty that live and work in

Bangkok. Sampling size is 140 questionnaires, and will be distributed to respondents

online.

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3.3 Questionnaires and survey design

Google survey will be used for this data collecting. Questionnaire will be

formed into four parts, the first part is screening, the second part is general questions,

the third part is specific questions and the last is demographic questions

Part 1. (Screening) In this part the first three questions will screen out of

participants know and drink RTD green tea. Then question 4-11 will separate participant

into three groups, which are Health conscious group, Trying to live healthier group, and

Neither group.

Part 2. (General) General questions, which contain of participants brands

preference, location of buying, acceptable price of RTD green tea and why they choose

RTD green tea.

Part 3. (Specific) Specific questions which contain of consumer intention

factors of buying RTD green tea from the conceptual framework. The measurement of

this part is interval scales (Agreement scale); 5 = Strongly agree, 4 = Agree, 3 = Neutral,

2 = Disagree, 1 = Strongly Disagree.

Part 4. (Demographic) Demographic questions include age, gender,

marital status, educational level, and monthly income. Nominal scale is the

measurement of this part.

Statistical treatment of Data

SPSS is an analyzing method for this research. Select case analysis function

will be treated to categorized participants lifestyle behaviors. Then Anova analysis

function will be use to categorize factors to participants and the results will be use as a

compare means.

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3.4 Conceptual Framework

Figure 3.1 Conceptual Framework

Figure above show the factors that preference by health conscious consumers

and costumers that are trying to change their habits to live healthier buying intention.

The concept is included five factors, which are Price, Taste, Packaging, Brand, and

Distribution channel. These factors will be used to analyze two group of costumers

under healthy lifestyle.

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CHAPTER IV

FINDING AND DATA ANALYSIS

4.1 Health conscious age segmentation

Figure 4.1 Health conscious age segmentation

In order to identify the specific demographic factors for health conscious

participants, Crosstabs analysis method was conducted. The result showed that out of all

factors, which are, Age, Gender, Status, and Educational level, “Age” is the most significant

factor that identify specific in demographic behavior segmentation. The table above shows

the average age group that of participants that are health conscious are between 26-30 year

old.

4.2 Descriptive data analysis on respondent’s characteristics

This analysis is to captures healthy lifestyle buyers’ attitude toward ready

to drink green tea with five related factors. So the collected data will show the relationship

of each factor that lead the buying reference in each group. This chapter will represent

the data collected from respondents through online

Questionnaires (Google survey) and data analyzed from SPSS statistic program.

The questionnaires were distributed randomly to 140 people that live and work in Bangkok.

The results are presented into 3 parts:

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Part 1: Descriptive data analysis on respondent’s characteristics

Part2: Hypothesis Testing

Part 3: Discussion

Figure 4.2 Details of the survey population

Figure above 4.2 shows the results of lifestyle grouping. 79 people out of

140 respondents are fall in the health conscious category. 34 people are under trying to

live healthier category and the rest 27 people are neither in those two group. So total

of 113 people are considered to have healthy lifestyle.

4.3 Hypothesis Testing

Regression analysis is a statistical process for estimating the relationships

among variables in this case there are five variables, which are Price, Taste, Packaging,

Brand, and Distribution Channels. Then the results of regression analysis are applied

to compare means method for Health Conscious and Trying to Live healthier group.

The result is presented as below table.

Number of people Total 140

Health Conncious 79 people

Trying to Live Healthier 34 people

Neither 27 people

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4.4 Summary of Hypothesis testing

H1. Price is positively related to the consumer’s attitude toward RTD green

tea. Accepted

H2. Taste is positively related to the consumer’s attitude toward RTD

green tea. Rejected

H3. Packaging is positively related to the consumer’s attitude toward RTD

green tea. Accepted

H4. Brand is positively related to the consumer’s attitude toward RTD

green tea. Accepted

H5. Distribution channels are positively related to the consumer’s attitude

toward RTD green tea. Accepted

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According to the overall result presented in the table, the hypothesis is rejected

in 1 independent variable, which is Taste. The four accepted independent variables are,

Price, Distribution channels, Packaging and Brand. Therefore, it concluded that those

4 factors correlate with consumer’s preferences toward RTD green tea.

4.5 Health Conscious consumers’ preferences

H6. Costumer’s health consciousness is positively related to the consumer’s

attitude toward RTD green tea. Accepted

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According to the result above, the hypothesis is rejected in 3 independent

variables, which are Taste, Distribution channels, and Packaging The two accepted

independent variables and Packaging and Price. Therefore, it concluded that those 2

factors correlate with health conscious consumers’ preferences toward RTD green tea.

4.6 Trying to live healthier consumers.

H7. Costumer’s want to live healthier is positively related to the consumer’s

attitude toward RTD green tea. Accepted

According to the result above, the hypothesis is rejected in 3 independent

variables, which are Taste, Distribution channels, and Price. The two accepted independent

variables and Packaging and Brand. Therefore, it concluded that those 2 factors correlate

with health conscious consumers’ preferences toward RTD green tea.

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CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion

The research results lead to the answer of what are the factors that motivate

consumers with healthy lifestyle to purchase Low-sugar RTD green tea. The survey

started with screening out consumers who never or hardly purchase RTD green tea, and

then the questionnaires segmented consumers into three categories which are Health

conscious consumers, consumers that are trying to live healthier and those that are neither.

Then the data analytic showed the results relationships between five purchase motivators

to Health conscious group and the Living healthier group. However, Taste, one of the

five factors, was not accepted as a result that motivate consumers to purchase RTD

green tea. The results indicated that the health conscious group’s attitude toward RTD

green tea is relating to packaging and price and the group that is trying to live healthier

attitude toward RTD green is brand and packaging.

5.2 Discussion

Even though Taste is considered as one of the most important factors for

food and drink, it was not important when it comes to choosing RTD green tea for

consumers with healthy lifestyle. Compares to packaging, this factor is accepted in

both health conscious and trying to live healthier groups. This implied that consumers

with healthy lifestyle are positively reading the labels and ingredients before purchasing

their food. For health conscious group, the surprising factor that having impact on their

attitude toward RTD green tea is price. Most of the healthy food, which are organically

grown or naturally produce tend to cost more than regular grown food. Some are willing

to pay more for better quality in the food that they consume. The second factor that

impact on health conscious group is packaging. In the data analytic, it shows that people

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in this category read nutrition facts before purchase. Not only choosing the packaging

that look natural but they read labels as well.

For living healthier group, packaging is also one of the factors that motivate

their purchase. People in this group started to read the labels and ingredients before

purchasing as well. However, branding is also affect their purchase behavior, they prefer

brands that have heard before and brands that they trust for their health.

5.3 Recommendation

The purpose of this study is the find insight healthy lifestyle consumers’

attitude toward RTD green tea, so that the results will help the marketing team of Ichitan

Group to rebranding and retargeting the RTD green tea with low sugar to the right

consumer target. As before, the marketing team launched the low sugar SKU and aimed

the target group that is trying to lose weight but he sale result wasn’t impressive. Therefore,

this study will help the marketing to select the right target group, which is healthy lifestyle

group and focus on the factors that are really concern by these consumers. So, the team

can recreate the new packaging and adjust the ingredients and price that suitable with

the lifestyle of this group.

Since packaging effects on consumers’ attitude toward buying, the new

design of packaging is recommended. Health conscious consumers read labels before

doing their purchase, so the label of RTD green tea should include information of nutrition.

Also the packaging should be design to have the look and feel of healthy and natural

product, to make the consumers believe and trust in the product.

According to the result show in table 4.1, the average age of health conscious

consumers are between 26-30 years old. The characteristics of this age group are classified

as in working age group and they are living in the urban area. In order to attract this

group of consumers, the marketing team must repackaging and creates marketing campaigns

that this group of consumers are interested in. The result showed that distribution channels

aren’t the concern factors for healthy lifestyle consumers because many of them normally

purchase their RTD green tea from CVS. However, health conscious group do exercise

regularly, to expand the distribution channels to reach this target group, fitness centers

is an excellent alternative choice to distribute the RTD green tea other than CVS.

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5.4 Limitation

Healthy living tread is scattering around the world, some countries are more

impacting than others. Thailand, however, the trend is slowly spreading mainly only in

the Bangkok metro areas. The results of questionnaires were only responded by people

that are living in Bangkok, moreover, the results of this study only based on 140 people

which were distributed online through Social media which were not aimed for specific

target group. So, assumption of the results can’t be applying nation wise but only specific

areas like Bangkok.

5.5 Suggestion for further study

The survey should be conducted throughout Thailand and not specifically

in Bangkok, since the trend of healthy living is widespread, in order to get the result of

which part of Thailand that is already impacted by this healthy trend. The further research

results will help in directing the marketing team to create plan support advertising and

sale in those areas. Healthy lifestyle consumers that are not living in Bangkok might

have different attitude towards RTD green tea so future study can help indicate the

factors that motivate these consumers. Furthermore, brand perception is also important

to enhance consumers’ attitude toward RTD green tea. Since the results from this survey

can’t identify consumer’s perception of each RTD green tea brands. The result of

consumers’ brand perception will help the marketing team to make accurate decision to

continue using the RTD green tea brand or create a subsidiary brand for the low-sugar

RTD green tea. In conclusion, continue researching of important elements on packaging

that reflect on consumer attitudes toward buying will also enhances the sale since

packaging is an important factor that healthy lifestyle consumers pay attention to.

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APPENDICES

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Appendix A: QUESTIONNAIRES

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24

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Appendix B: Hypothesis Testing Result By SPSS Program

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Appendix C: Crosstabs of demographic factors that effect on Healthy

lifestyle consumers

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BIOGRAPHY

NAME Ms. Jiraporn Tansiritanes

DATE OF BIRTH 13/01/1984

PLACE OF BIRTH Bangkok, Thailand

INSTITUTE ATTENDED Bachelor of Art, San Jose State

University, 2007

Master of Management, Mahidol

University, 2015

RESEARCH GRANTS -

HOME ADDRESS 448/34 Moo Baan Garden House,

Chongnonsi, Yanawa, Bangkok

Thailand, 10210

Tel. 085-8455884

Email: jtansiritanesl@gmail.com

EMPLOYMENT ADDRESS 2922/301-303 28th Floor. Charnissara 2

Tower, Petchburi rd. Bang Kapi,

Huai Khwang, Bangkok 10310

PUBLICATION/ PRESENTATION -