Market research on beef consumption in Phnom Penh

Name: Molin Soeng

LCSH: Kasetsart University -- Theses. M.S. (Agro-Industrial Technology Management) 2017

Classification :.LCCS: HD9433.U4

LCSH: Kasetsart University. Department of Agro-Industrial Technology -- Theses

LCSH: Beef -- Phnom Penh -- Marketing

LCSH: Beef cattle -- Phnom Penh

LCSH: MeatPhnom Penh

LCSH: Consumer behavior -- Phnom Penh

Abstract: Increasing in economic, population, and urbanization may cause the change of meat consumption patterns. Moreover, people recently put more concern on their health, as well as on the quality and safety of their meals. This study aims to explore to find out the segments of Phnom Penh adult followed by demographic, buying behavior, and lifestyle, to describe attitude toward premium beef of each cluster, to understand factors affecting buying decision or marketing mix, and to recommend the marketing mix strategy. In this research, data was conducted in Phnom Penh with the sample size of 393 beef consumers by using online survey and analyzed by using descriptive analysis, factor analysis, Two-step cluster analysis, and analysis of variance (ANOVA). Target respondents are Cambodian adults who are in generation Y (16-35). The result showed that more than half of Cambodian adults preferred high quality of premium beef to local beef. When Cambodian bought beef, they concerned much on quality and sensory attributes. They mostly bought up to 1 kg of beef every week or at least once a month. They preferred buying beef at the wet market. Results from factors analysis showed that there were three lifestyle groups, socialized, hobby at home, and sport and active living. Demographic, buying behavior, and lifestyle were used to cluster respondents, resulting in three clusters: cluster 1, 2, and 3. Cluster 1 and 2 were considered as a main target of beef consumers, accounting for 74.2% of total sample. The important attitudes of premium beef of all clusters are sensory attribute, quality, food safety, and animal welfare. People in cluster 1 are strong affected by product and price while cluster 2 and cluster 3 are strongly affected by product, price, and promotion.

Kasetsart University. Office of the University Library

Address: Bangkok

Email: tdckulib@ku.ac.th

Name: Chutima Waisarayutt

Role: Thesis Advisor

Name: Apichaya Lilavanichakul

Role: Thesis Co-Advisor

Created: 2017

Modified: 2023-06-29

Issued: 2023-06-29

วิทยานิพนธ์/Thesis

application/pdf

URL: https://kasetsart.idm.oclc.org/login?url=https://www.lib.ku.ac.th/KUthesis/2560/molin-soe-all.pdf

CallNumber: HD9433.U4.S63

eng

Spatial: Phnom Penh

DegreeName: Master of Science

Level: Master's Degree

Descipline: Agro-Industrial Technology Management

Grantor: Kasetsart University

©copyrights Kasetsart University

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