Publication : National Journal
The Effect Avian Influenza (Bird Flu) on Information Perception Chicken Purchase and in Bangkok
AbstractThe outbreak of bird flu in Thailand caused various damages including public health, economic, industry and population’s confidence on chicken and its products consumption. The objective of this study was to investigate the impact of bird flu outbreak on consumer behavior and consumption of chicken and its products including factors influencing chicken and its products purchasing decision. According to survey with 400 consumers in Bangkok, it was found that most respondents used to receive information about bird flu 100% and comprehend it partially 50.7%. Most respondents received such information through television 28.8 %. The extent of their opinions on various bird flu information perceptions at the great to extreme level include safety standard symbol, hygiene of selling point, chicken cooking instruction. Over flow of information reduced chicken consumption frequency. According to principal component analysis, it was found that factors influencing chicken purchase and consumption consisted of 3 principal components. The first component consists of hygiene at point of sell, information on packaging such as production date and expiry date, government promoting activities such as chicken eating festival, production source, chicken meat freshness and product brand. The second component consists of advertisement through media such as television and radio, official safety logo and product price. The third component consists of reduced price, complementary gifts and packaging design.
AdviserAsst. Prof. Prasong Siriwongwilaichat, Ph.D.

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