1

Abstract
This research study about Consumers perception and consumption behavior of
Wangkanai organic sugar product in Bangkok metropolitan region have the objective for
study knowledge and understanding of consumer to organic sugar product and for study
consumption behavior of Wangkanai organic sugar product.
This research is quantitative research and uses questionnaire for collecting data in
October. This research has the sampling for 300 persons by use SPSS program/PC for
Windows for find frequencies, average and percentage.
The result is the most of the sampling is female, aged between 26 35 years old,
status is single, has education in the bachelor degree, is the employee and the most of
them have revenue 10,001- 20,000 bath per month.
The most of the understanding is produce from raw material that free chemical.
The second is clean and safe and the minimal selection is similar with general sugar. The
most of the sampling trust organic sugar that has the organic label or organic certification.
The most of the sampling know organic sugar-free chemical since cane cropping process.
The most of the sampling know organic sugar doesnt have contaminant that destroys
health. When sampling gets to know about organic sugar, the most of them interested in
organic sugar.
In the part of consumption behavior of Wangkanai organic sugar product. The
most of them never consume Wangkanai organic sugar and the most of whoever consume
Wangkanai organic sugar always see Wangkanai organic sugar sell in supermarket or
mall. The most of the sampling buy Wangkanai organic sugar at the department store and
the second is the convenience store and supermarket. The most caused that sampling
choose to buy from that place is convenient. The second is dependable. The most of the
frequency to buy Wangkanai organic sugar product is 1 time per 6 months or more. The
second is 1 time per month. The most of the sampling answer care their own health and
family and the second is liking. The most of the sampling receive information of
Wangkanai organic sugar product from billboards in the department store and
supermarket and the second is the social network. When receiving information of
Wangkanai organic sugar, the most of the sampling will buy Wangkanai organic sugar for
58%.

Contents
Abstract...............................................................................................................................A
Acknowledgement...............................................................................................................B
Introduction..........................................................................................................................1
Background and Significance...........................................................................................1
Objective...........................................................................................................................3
Research question.............................................................................................................3
Hypothesis........................................................................................................................3
Scope of study..................................................................................................................4
Definition..........................................................................................................................4
Expected Benefits.............................................................................................................4
Literature review..................................................................................................................5
Perception.........................................................................................................................5
Behavior.........................................................................................................................10
Sugar...............................................................................................................................11
Healthy trend..................................................................................................................14
Research methodology.......................................................................................................19
Targeting.........................................................................................................................19
Sampling.........................................................................................................................19
Conclusion and discussion.................................................................................................20
Result..............................................................................................................................20
Conclusion......................................................................................................................38
Result of hypothesis.......................................................................................................40
Recommendations to the organization...........................................................................41
Bibliography.......................................................................................................................42
Appendix............................................................................................................................44
Questionnaire..................................................................................................................45

Chapter 1: Introduction
Background and Significance
Healthcare trend has tendency in protection more than therapy. Especially, in the
part of choosing to eat that have to eat just nourishing food. Nutritional value from natural
is a sound familiar sentence from both campaign and advertising media which can make
who are interested want to heath care more. (ASTVnewspaper, 2009)
From the variation of economic factors both domestic and foreign, Thai healthcare
market has continued growth and has value more than 40,000 million baht per year. From
this information make a lot of entrepreneurs take an interest and aim about how to bring
their own product or service go with healthcare trend. Nowadays, consumer behavior
changes so quickly. Consumers attend their health, choose to eat, have the discipline to
consume, exercise and take care themselves because they realize to information that has
presented about healthy, disease-free, good shape, and have to pay attention to
consumption. Entrepreneurs who want to seek benefits from this trend cannot offer
product and service sloppily. Product offering has to find Solutions that can respond
demand of the consumer. (Assawanan, 2014)
Food and health have related. Some disease has caused from eating that dont
appropriate. Many people choose the food from the picture, taste, or comfortable to buy
of useless food such as fast food, delicatessen, bakery, snack, sparkling water and other
that is wrong consumption culture because a lot of people in the world give more interest
and pay attention for their health. (Dailyworldtoday, 2015)
Sugar is a sweet substance that everybody has well known for a long and long
time. It is used for a cook in meat, sweet, beverage or uses to mix with some medicine.
Sugar can make the food taste to be better. (Faculty of science Kasetsart university, 2012)
Organic sugar is a good choice for a health lover. Organic sugar has produced
first time in Thailand by Wangkanai group who produce sugarcane by do not use
chemical and need to be the cultivated area that stops using chemical at least 36 months
or more than three years. Cultivated area must have record planting history for can check
changing and pay attention in the part of

Soil
o Have keeping soil sampling in cultivated area and analyze the
results for check soil properties and improve soil quality to make it
appropriate for growing organic sugar.
Water
o Have buffer zone to prevent contamination from the chemicals side
of the area. It has protection in three ways are soil, water, and air.
Sugarcane seed
o Do not use sugarcane through genetically engineered or GMO
species is strictly prohibited.

How to get rid of weeds

o Get rid of weeds though natural method by use Earwigs, parasitic
wasps, and Metarhizium anisopliae.
Harvesting
o Need to cut fresh sugarcane, the burn ban is strictly prohibited, and
after cut must send to the factory within 48 hours for the freshness
and sweetness from sugarcane as much as possible.

Organic sugarcane cultivation of Wangkanai group through certification organic in

the EU (EEC Reg.834 / 2007) organic standards of the United States (NOP - USDA) and
organic standards of Japan (JAS) that certification by Bioagricert company (Italy).
(Wangkanai Group, 2015)
Organic sugar is sugar that does not use chemical (follow organic standard). It can
help to reduce using the resource in production processes and Wangkanai use energy from
bagasse that gets from production process itself return as biomass for energy production.
(Kullaya, 2014)
Mr. Boonyarit Na Wangkanai, General Manager, Wangkanai Group, said,
Wangkanai-KUBOTA Pushes Forward Sugarcane and Sugar Industry Project is being
launched to help organic sugarcane farmers and to support government policies regarding
organic and safe agriculture. Wangkanai Group has established the organic sugarcane
farm project for more than 15 years, and there are currently over 1,000 farmers involved
in the project covering an area of approximately 30,000 raises of organic sugarcane farms.
In the beginning, the Group thought it was sufficient to use general agricultural labor;
however, at present, the Wangkanai Group is confident that the organic sugarcane farm
project will continue to expand. Consequently, manual labor only, will not be able to cope
with such expansion. It has become necessary to bring in machinery and related
equipment to support the project. SIAM KUBOTA who is the leader in agricultural
machinery in Southeast Asia as well as being renowned and recognized for its expertise in
agricultural machinery in Thailand is the most suitable partner to help push forward this
project for organic sugarcane farmers to enjoy a stable income which in turn guarantees a
better livelihood.
For the production of organic sugar, Wangkanai group starting from building
innovation in cultivation by providing knowledge and understanding to the farmer so
seriously, select the navigate area and set up the process in cultivation that pass
experiment and research thoroughly in every step. This project has checked and evaluate
continuously for make product be in line with organic standard and for make sugar has
the difference and be organic sugar that made from 100% organic process.
Wangkanai organic sugar has produced from the natural process that can find
the resource of every process since raw materials used is sugarcanes and factor about
production such as soil and water that use to growing, monitoring sugar cane harvesting,
production process and keeping sugar process. This is a chemical free process that has
useful with agriculture and farmer for a long time. (Wangkanai, 2015)

From all above data can show nowadays, consumers have knowledge more and
more about food. So, it made healthy trend because many organization has giving
knowledge about consumption and it became to main cause that makes consumer realize
before determine to buy the product. Eating nutritious foods and free chemical or
contaminant is taking care of health that consumers think always. It helps consumers to
reduce the risk of their own disease because nowadays has modern innovation make
quick and comfortable in the production process.
On the other hand, comfortable come with the contaminant. Although some food
will have chemicals in the level that can consume but the consumption of foods
containing contaminated regularly is the accumulation of chemicals in the body that will
negatively impact in long-term and the body degraded faster than normal. Choosing the
raw material for cooking is the most important too because sugar always used for the
better taste of food. Sugar in Thailand produce from cane and pass many steps of the
process. Sometimes, farmers use chemical fertilizer in planting for increase product and
destroy weeds by do not think to negative effect. Organic sugar is the new choices for
health-conscious people because organic sugar has taken care of crops by the natural
process include soil, fertilizer, water, and everything since planting to production that free
chemical.
From this cause, researcher has interesting to study about Consumers perception
and consumption behavior of Wangkanai organic sugar product that is the first
manufacturer in Thailand who produce free chemical sugar and it is sugar that pass
production meticulously. This studying has focused on knowledge and understanding of
consumer towards organic sugar product because it is the new product and just have
distributed when compare with another kind of sugar. Knowledge and understanding of
consumer are important things for the decision to purchase. So researcher wants to bring
result from this research to adapt and develop knowledge and understanding of
consumers perception to be better.
Objectives
1. For study knowledge and understanding of consumer to organic sugar product
2. For study consumption behavior of Wangkanai organic sugar product

Research questions
1. Does the consumer know organic sugar?
2. Has consumer ever consumed Wangkanai organic sugar?
3. When consumer know information about Wangkanai organic sugar, they will buy
the product in the future or not?
Hypothesis
1. The number of consumers who know organic sugar has more than the consumer
who doesnt know organic sugar.

2. The number of consumers ever consume Wangkanai organic sugar more than the
number of consumers who never consume Wangkanai organic sugar.
3. The number of consumers who will buy sugar after receive information of
Wangkanai organic sugar more than the number of consumers who ever consume
Wangkanai organic sugar.
Scope of study

Scope of content
Researcher study about Consumers perception and consumption
behavior of Wangkanai organic sugar product by has focused on
product knowledge for compare demographic of consumers by
classifying into sex, age, status, educational levels, occupation, and
income.
Scope of sampling
Sampling used to study Consumers perception and consumption
behavior of Wangkanai organic sugar product is the general
consumer in Bangkok metropolitan region who has aged 18 years
and over for 300 persons by researcher determine duration to
collect data in October 2016.

Definition

Perception is the process that consumers exposure to receive

information, intend to receive information and try to understand the
meaning of Wangkanai organic sugar product pass communication
from producer and other organization that educates about organic such
as perception pass advertising on television or radio, public relations,
and event that educates of other organization.
Consumption behavior is act and responding of consumer that relate
with eating and choosing to buy Wangkanai organic sugar such as
acting, purchasing or consumers opinion to Wangkanai organic sugar.
Consumers are general buyer who has aged 18 years and over and live
in Bangkok metropolitan region. Consumers must be respondents who
have an opinion to the perception of Wangkanai organic sugar both
consumers that ever and never buy Wangkanai organic sugar.
Wangkanai organic sugar is sugar-free chemical follow the organic
standard that has produced from Wangkanai group. Sugar made from
non-chemical cane and have to grow in the area without chemical at
least 36 months or more than three years and has record areas history
for a check. It includes free chemical in production too.

Expected Benefits

Make to know Consumers perception and consumption behavior of

Wangkanai organic sugar product
Used to be information for marketer to modify and develop how to
increase perception of Wangkanai organic sugar

Chapter 2: Literature review

Perception
Perception is a process of a living organism that enables it to solve the problems
set for it by its environment. It is a process of adjustment to the advantages and
disadvantages, values and disvalues of the situation in which the organism fulfills its
career. We shall presently discuss the mechanism of perception, for we already understand
its function. And the knowledge of its function saves us from the discussion of unreal
problems about it. We see that it is a process, an act, and we do not ask questions that
would be relevant to knowledge or states of mind or consciousness, but irrelevant to
perception as action. A perception is an act of adjustment, and in the sense in which we
have defined the purpose, it is a purposive act. The adjustment is not purely mechanical,
for it has reference to the past and future time. If I stand erect, and you come behind me
and seize my arms and jerk me backward, I fall. Yet this is not adjustment; a dummy used
in football practice will do the same. But if you come again when I am in the same
position, and hearing your footsteps I turn around to confront you, my act is the
adjustment. My turning around is not the necessary mechanical consequent of the noise
made by your approach. That I do turnaround is explicable in terms of the present
situation (stim- ulus), the past (experience), and the future (purpose).
Now we have been trying to show that the sensory situation of conflict or of
harmony is not a chance affair. Its conditions may be analyzed and enumerated as (1)
organic equilibrium, (2) organic momentum, (3) organic reserve tendencies, (4) the organism's biography or past experience, (5) its purpose. The present sensory situation is a
forecast of my future movement, for that future movement will be the outgrowth of
factors operating in the present situation. But this situation derives its character from the
organism's experience of the consequences of its previous responses to disturbances of
this sort. Former consequences of organic action have so affected the organism that its
present activities have a tendency to attain or avoid certain consequences of its own
behavior, or, in other words, to develop certain values by its own conduct.
A perception is then definable as a choice of a stimulus and response in view of
selected consequences to which they may lead. The friend one sees is the friend one
expects to greet, who will greet one warmly, and with whom one will spend a pleasant
evening. None of these expectations is necessarily known as such. Here it is important to
recall that perception as we have been limiting the use of the term is not a state of mind,
or a fact of knowledge, but primarily a fact of organic action. Suppose an indescribably
strange creature to enter the room of a person who is resting on a couch. Observe his
behavior as soon as his conduct appears to be a function of the strange visitor's presence.
Does he remain quite still, does he approach the intruder, or does he flee? We notice that
his eyes shut and reopen quickly, his fingers twitch and are clenched into a fist, his limbs
shake-in short, he appears in a number of conflicting attitudes of attack and defense.
These attitudes have their counter- parts in many partial responses that are taking place
within his sensory system. Of the many tendencies that are contending for overt
execution, one becomes dominant and a coordination of the sensory system is affected
now perception takes place. The invader has uttered a loud shrieking sound, and his

frightened victim hides under the couch. When asked later by a friend why he is so cold
and pale, he says that he ran away from a ghost or what-not. When his friend suggests that
it was a witch he assents; when told that it must have been Mephisto, he says, "Certainly."
Then his friend discloses that it was himself playing a trick on him, and when he has regained his composure he says, "Why of course it was you ! " and they go over the details
of the experience. It is clear that neither friend nor devil entered into the experience when
it happened, but it is easily reconstructed retrospectively. What occurred was a feeling of
an organic tendency to flee from a presence that had a meaning of dread, an anticipation
of harm. Action and perception took place, but there was hardly anything that could be
called knowledge. Now, what is the relation of perception to knowledge, on one hand, and
to action, on the other? Perception is not a knowing, not an idea; neither is it a complete
overt act. Perception is a peculiar kind of action, viz, the organisms incipient act, its
internal and partial activity leading to overt action and to knowledge. We have, of course,
been discussing the process of perceiving. If we must employ the word "perception," let
us limit its use to designate an organic situation, which on its motor side is a coordination
of tendencies into a definite incipient action that is the mean be- tween choose stimulus
and response, and on its mental side a feeling of anticipation of future consequences.
(Aaronson, 1914)
Assessments of trust in intimate relationships are often based on perceptions of a
partner's behaviors; however, people's own actions, increased self-awareness, and
individual differences (e.g., exchange or communal orientation) may also affect their trust
in their partners. Communally or exchange-oriented members of heterosexual dating
couples, students in a U.S. university, displayed either trusting or irrelevant behaviors
under conditions of increased self-awareness. They then completed measures of
interpersonal trust. The participants' trusting behaviors significantly determined their level
of trust; heightened self-awareness and a communal orientation further enhanced the
participants' trust in their partners. (Ann Marie Zak , Joel A. Gold , Richard M. Ryckman
& Ellen Lenney, 1997)
The whys and wherefores of this want of perception are numerous and not easily
resolved according to the rational process of solution. Our own belief is, that they are all
referable to a certain deficiency in the moral constitution. Artists do not always see
faithfully, for in the illustration we have just chosen, they commonly disregard in their
painting all the more subtle phenomena and value the cloud only as a light, or a variety in
what would else be a vacant expanse of blue. And even when men have learned to see and
note such things, it by no means follows that they feel and enjoy them. The regards to the
scientific man only rest on the outside, and let him analyze, and dissect, and pass under
the microscope even, until he can discover the ultimate atomic construction, he has not
gone beyond the surface of the knowledge to be acquired of the thing. By no
accumulation of scientific knowledge is the first step in Art made, or that sensation of the
nature of things given which every artist and lover of Nature should have. There is an
ideal scientific man who approaches very near to the artist, feeling facts only as
exemplifications of great laws which are in their turn only parts of a great system, the
secret workings of which he desires to explore, and in the harmony of which he finds his
chief delight. We said that he approaches near to the artist nearer than any other, we
should have said, for between them there is still an essential difference, for the meaning

and imaginative value of natural objects are, to the latter, the chief of truths, as far above
those of science as the soul above the body a poem above a recipe. One sensation of
beauty, incomprehensible, unexplainable, and transitory though it is, is of greater real use
to any human soul than the scientific knowledge of an Ouvier, systematized and stamped
on the mind forever. If therefore, we could believe that the pursuit of scientific knowledge
could make an artist rest on the surface and sacrifice that penetrant feeling in I which lies
every poetic quality, we should prefer that he should know nothing of science and paint in
ignorance of its laws always. We would rather see his rainbow by the side of the sun than
see it divested of one shade of its beauty. There are, then, two distinct kinds of perception:
one external or scientific; the other vital or artistic, not inconsistent, but,' by no means,
involving each other. Within what we commonly call Art, corresponding to these, are two
kinds of representation the scientific or actual, the | perfection of which would be the
mere perfect imitation; and, ideal, the highest individual attainment of which is, the fullest
beauty conceivable by us. And here again, we approach one of those grand distinctions,
which guide us in the study of Art. No object comes in the proper range of the former,
which is not capable of a representation to the eye, and the specific qualities of which
cannot be fully conveyed in the representation; while with the latter, the rudest hint which
conveys an essential idea to the mind, fulfills the function imposed upon it; and of this are
the Grandest works of Art the world possesses, which are, nevertheless, to the scientific
man, folly and nonsense. Turner's pictures are in many cases, unintelligible masses of
paint to the mere looker at Nature, or even falsehood; yet, to one capable, by the
understanding of nature and depth and justness of feeling, of reading! The often rude
hieroglyphs by which his j pictures express the ideas he drew from? The outer world, they
contain a revelation of beauty, utterly inexpressible by realization of the forms and tints
actually found% in the scene he drew from. The early Christian artists found many ideas
which. They were compelled to give by typical representation, the forms of nature not
furnishing the means of embodying them. How far these two phases of Art are consistent,
it is impossible for anyone to say, since, with each peculiarity of gift, a different insight
into the significance of Nature is given. The feeling of the artist must decide for himself
how far he will adhere to the given appearances of Nature, and how far he will avail
himself of the capacity of those he addresses to. Receive ideas from types and such
indications as he may find suggestive of things not entirely expressible. Is one thing
certain? That the perception of the fact of Nature is not the same as the perception of her
beauty; and if the artist, in studying science, necessarily loses the enjoyment of the latter,
he had better remain ignorant in so far as the former is concerned. "We do not look to the
artist for knowledge, but for feeling and perception of the hidden meaning of things. We
do not believe the highest degree of science and the highest expression of Art to be
inconsistent, if only the latter be recognized as the more imperative and important. Nor in
this do we wish to underrate the. Artist of fact? He has his office, if he be simply painter
to the sciences; or to undervalue truth, but to assert that the spiritual truth, which the artist
can only feel, is better and more worth to him than the material, which he can see with the
bodily vision, and that though by intellectual education, he may arrive at the latter, we can
only become subjects of the former by going into the heart of Nature, where, in characters
incomprehensible to others, the pure in heart see God. (The Crayon, 1855)
Thus we are compelled to go still further. A philosophy which holds that the facts
of perception and science are to be explained from the standpoint of their connection with

the organically useful action, while it also holds that philosophy rests upon a radically
different basis, is perforce a philosophy of reality that is already afflicted with a dualism
so deep as seemingly to be ineradicable. It imports a split into the reality with which
philosophy is supposed to deal exclusively and at first hand. We account for perception
and science by reference to action, use, and need. Very well; but what about action, use,
and need? Are they useful fictions? If not, they must be functions of "reality," in which
case knowledge that is relevant to the action, useful in the play of need, must penetrate
into "reality" instead of giving it a twist. With respect to such characters of the real, a
purely theoretical vision of intuition would be refracting. Suppose that conception mark
fabrication made in the interest of the organic body. Are the organic needs also
fabrications and is their satisfaction fabrication? Either that, or else the conceptual
intelligence which affects the development and satisfaction of the needs plays a part in the
evolution of reality, and a part that cannot be apprehended by a mode of knowing that is
antithetical, in its merely theoretic character, to them. From the standpoint of philosophy,
accordingly, the analytic intellect, space, and matter-everything related to useful action
must be irreducible surds, for reality as apprehended in philosophic cognition by
definition omits and excludes all such affairs.
Precisely the same order of considerations applies to the theory of knowledge.
Were it not for the survival in the court of last resort and of the highest jurisdiction of the
old idea of the separation of knowledge and action, Bergsons special analyses would
point to very different conclusions from those that constitute his official epistemology.
The connection with the action of the characteristic methods and results of knowledge in
daily affairs and in science would give us a theory of the nature of reflective intelligence,
not a theory of its limitations. When theoretic and disinterested knowledge ceases to
occupy a uniquely privileged position with respect to reality, there also cease to be any
motive and ground for denying the existence of theoretic and disinterested knowledge.
Such knowledge is a fact exhibited in sympathetic and liberal action. Its contrast is not
with the limitations of practical knowledge, but with the limitations of the knowledge
found in routine and partisan action! Genuine theoretic knowledge penetrates reality more
deeply, not because it is opposed to practice, but because a practice that is genuinely free,
social, and intelligent touches things at a deeper level than a practice that is capricious,
egotistically centered, sectarian, and bound down to the routine. To say the same thing the
other way around, if it were not for the assumed monopolistic relation to the reality of a
knowledge disconnected from organic life, reference to action would cease to be a
distorting, or even a limiting, term with respect to knowledge. The reference would be
wholly explanatory and clarifying. Just as complications attaching to the questions of the
relation of mind and body, or the self and its stream of mental states, are disentangled,
and the elements in question fall into ordered perspective when viewed from the
standpoint of the growth of an intelligently effective action, so with the other questions of
philosophy.
I have asked the above questions not because I expect the reader to answer them,
much less because I expect in advance an affirmative answer, but to put the reader in
possession at the outset of the point of view of which the following criticism of Bergson's
account of perception is written, and, in outline, of the technic of its method. As has been
sufficiently intimated, I shall not question his main thesis: the description of perception as

10

a factor in organic action. Neither shall I be called upon to question the specific terms in
nor by which does he carry on this description: the central nature of indeterminate
possibilities and the preoccupation of perception with the physical environment, not with
mental states. My point is rather that so far as these traits receive due development we are
carried to a conclusion where reference to useful action ceases to mark an invidious
contrast with reality, and, accordingly, indicates a standpoint from which the need for any
rival mode of knowledge, called philosophical, becomes doubtful. It is not enough to say
that perception is relative to action: one needs to know how it is relative, and one needs to
know the distinguishing traits of action. And so far as Bergson's account makes
perception relative to action, that is, makes knowledge qualified by possibilities (by
freedom), and useful in affording an efficient development of free action, we are taken
where the antithetical dualisms of space and time, matter and spirit, action and intuition
have no belonging. Let the reader recall the honorific use of "life " in Bergson and his
depreciatory use of "action," and decide whether the following sentence (the most
emphatic one that I have found in his writings in the sense just indicated) does not break
down the barriers supposed to exist between action and life, and connect perception with
an action which is naught but the process of life itself. Restore, on the contrary, the true
character of perception; recognize in pure perception a system of nascent acts which
plunges roots deep into the real; and at once perception is seen to be radically distinct
from recollection; the reality of things is no more connected or reconstructed, but
touched, penetrated, lived." - (Dewey, 1912)
To maintain that we accumulate knowledge about a great variety of things that
discovery and observation provide us with would seem a thesis sufficiently
commonplace. It was the burden, nevertheless, of a recent article which I believed to have
a certain pertinence to current perplexities.' To say that the subject-matter of knowledge
of existence is revealed by perception is only to say that there is a subject-matter about
which such knowledge may, under favorable conditions, be accumulated. The purpose of
the article referred to was to claim that the subject-matter of existential knowledge must
be provided by perception and that the knowledge relation is one that occurs subsequent
to perception, being a relation within what I ventured to call the existential universe of
discourse. As the subject-matter of all existential discussion must, if I am right, belong to
the class of discovered things, things known and things unknown do not differ from each
other in the matter of percipi. A thing which has no place in the universe of discourse is
not unknown in any logical sense. Accordingly, to treat the problem of defining
knowledge as a problem of perception is, to say the least, an abuse of language, 2 for
something that we have come upon may be an object of total ignorance. In fact it might
be said that we are continually seeking to convert objects of ignorance into objects of
knowledge. Before the deciphering of the Rosetta stone, Egyptian hieroglyphics could
hardly be called objects of "knowledge" in any reasonable sense; but they are no longer
the objects of ignorance that they formerly were: which is to say that they were objects of
perception long before they were objects of knowledge. Knowledge of electricity is
something which the electrician has got because he knows how certain things in the
existential universe of discourse affect one another. An object of ignorance would be one,
not that we failed to discover, but one which bore no significant relation to any other
member of its universe of discourse. Such an object would be an object of perception

11

merely, and thereby, not an object of knowledge because of not a term in any cognitive
relation. (Bush, 1909)
Behavior
Self-control research seemingly has much to offer researchers interested in
consumer behavior. My central argument has been that the processes that undermine selfcontrol should lead to more buying and more impulsive buying. This could be tested by
examining whether the behavior of consumers changes systematically as a function of the
factors that undermine or weaken self-control. Self-control should, therefore, be
weakened by conflicting standards and goals. In particular, I mentioned research
suggesting that people make purchases in order to cheer themselves up. This could be
tested directly by means of a bogus mood-freeze manipulation (see Tice et al. 2001). If
shoppers are led to believe that their moods will not be able to change for the next hour or
so, then they should be less inclined to buy themselves gifts or indulge in other purchases
that are aimed at affect regulation (because the frozen mood makes affect regulation
ostensibly impossible). The content and nature of purchases should also be discernibly
different among people who are seeking to feel better (as opposed to other shoppers)
because they would most likely buy things that hold the promise of pleasure. That is, sad
or distressed shoppers may show an increase in purchases of snack foods, music CDs, and
flashy clothes, but much less change in their purchases of light bulbs, toilet paper, or oven
cleaners.
The ability to alter ones own responses is one of the most important features of
the human psyche and is substantially responsible for the immense range and diversity of
human behavior as well as for the adaptive success of our species. For consumer
behavior, self-control represents the capacity to resist temptations, especially those
relevant to impulsive purchases and other expenditures that are likely to be regretted later
on. The factors and processes that undermine self-control are worth studying insofar as
they may contribute to causing people to spend more money. The effectiveness of selfcontrol depends on multiple factors, including chronic traits and weaknesses, clarity of
goals (and absence of conflicting standards), careful monitoring of ones behavior, and
depletion of self-regulatory strength caused by prior exertion or decision making. In the
long run, such purchases may lead to higher profits for manufacturers and retailers, but
more unsatisfied and unhappy consumers. (Baumeister, 2002)
Consumer researchers have recognized for a long time that people consume in
ways that are consistent with their sense of self (Levy 1959; Sirgy 1982). Important
thought leaders in our field have described and documented that consumers use
possessions and brands to create their self-identities and communicate these selves to
others and to themselves (e.g., Belk 1988; Fournier 1998; McCracken 1989). Although
early research tended to focus on broad conceptual issues surrounding consumers and
their sense of self, recent research takes a more granular approach, breaking down the
relationship between identity concerns and consumption to look at the effects of specific
self-related goals and of different aspects of self-identity on consumer behavior. For
example, why would someone drive his Prius to work but drive his BMW to a blind date?
Impression management? Value expression? The need for affiliation?

12

The current collection of articles on self-identity and consumer behavior

(appearing over the last two years) complements and adds to a growing body of work that
has already appeared in JCR. Five of these six articles focus on specific relationships
between self-identity-related goals and consumer behavior, exploring needs such as
affiliation and distinctiveness, self-verification, and self-affirmation. The sixth paper
explores the effect of identity activation on memory. The experiments in these articles fall
into two paradigms. First, researchers threaten an aspect of self-identity to investigate
how consumers engage in the restorative behavior. In this paradigm, researchers may also
allow consumers to bolster an aspect of self-identity to mitigate the need for self-repair.
Second, researchers measure or manipulate (prime) a particular aspect of self-identity or a
particular identity-related goal to examine the effect on subsequent consumer behavior.
Taken altogether, the papers in this collection provide us with a more nuanced
understanding of consumer behavior as it relates to self-identity. While this collection of
recent articles moves us forward, the wide variety of self-identity goals and countless
aspects of self-identity make this an extremely fruitful area for future research. (Escalas,
2013)
Sugar
Sugar is universally consumed and its production is not confined to a few
localities but scattered throughout the world, with modern means of communication and
transportation, anything which materially affects production or consumption in one
section has its influence on the entire sugar world. Hence the sugar situation of the United
States must be considered in relation to world conditions. The present extremely
abnormal conditions are due to two main causes resulting directly from the war: first, the
area formerly furnishing nearly one-third of the world's sugar, and what was the largest
source of supply for non-producing countries, is within the European battle lines;
secondly, transportation facilities have become inadequate for the proper distribution of
the sugar produced outside of the Central Powers. Most noteworthy in the latter
connection is the lack of bottoms to trans- port the enormous tonnage of Javan sugar,
which bur- dens its producers as much as the lack of it burdens many of those in need
(Blakey, 1918)
Sugar cane is a gigantic grass of the genus " saccha- rum." All cultivated varieties
are classified under one species, " saccharumn officinariumn." Cane goes to seed in
tropical countries, but the seed is small, with much-adhering pappus, often infertile, and
germinate with difficulty. They are never used for planting the crop but are germinated in
experimental work for originating new varieties (seedlings). The cane crop of the world is
propagated by planting the stalks, as in Louisiana, or the tops of the stalks, as in many
tropical countries. The stalks are made of joints and at each joint is a bud or eye, which
develops by planting into a stalk. Each stalk soon tillers until a bunch of stalks is
produced. The ground is thoroughly broken with disc or moldboard plows, drawn by four
to eight miles. Rows from five to seven feet wide are thrown up with two-horse plows. An
open furrow is made in the center of the row with a double moldboard plow. Into this
open furrow are deposited two to four continuous lines of canes. These are covered by a
plow or cultivator, followed by hoes, and the process of planting is completed. Two to six
tons of cane are used to plant an acre. As soon as the cane begins to sprout, the rows are

13

off-barred on each side with a two-horse plow and the dirt covering the cane is partially
removed in order to hasten the process of germination. When a good stand of cane has
been secured the dirt is returned, the middles of the rows are opened and the process of
cultivation begins. This is accomplished with plows, cultivators, and hoes, and is
continued until the cane is large enough to shade its rows and prevent the growth of
weeds and grass when it is laid by. The ditches are then well opened and the quarterdrains cleaned. This is the final act in cultivation. Cultivation is best accomplished by the
use of cultivators, the disc to straddle the row of cane, and the "diamond-toothed" to split
out the middles. Cane is planted at any time between September and April that the
convenience of the planter and the weather and condition of the soil will permit. It is
usually laid by in June or early in July. After lay by" the cane grows rapidly, particularly
if

frequent showers at short intervals conspire with warm weather. In Louisiana, the general
harvest begins in October and lasts until January. On account of the severity of our
winters, cane must be harvested in the fall and early winter, or be killed by the frost. It is
therefore only about eight or nine months old when worked in the sugar house. (Stubbs,
1903)

The most popular sugar brand that

consumer chooses
Mitr-Phol

73.7%

Lin

13.3%

Wangkanai

8.0%

Rai-Thip

2.5%

ARO

1.9%

Classified by survey area

Northeastern

24.5%

Southern

21.7%

Bangkok Metro

20.0%

Northern

19.1%

Central

14.7%

Figure 1 the most popular sugar brand

14

Bangkok Metropolitan Region

Southern

Mitr-Phol

85.8%

Mitr-Phol

61.0%

Wangkanai

9.8%

Lin

28.4%

Lin

3.7%

Wangkanai

10.0%

Rai-Thip

0.3%

Tesco Lotus

0.3%

ARO

0.3%

Northern
Mitr-Phol

80.8%

Rai-Thip

10.7%

Lin

4.9%

Wangkanai

3.6%

Northeastern
Mitr-Phol

56.5%

Lin

21.7%

Wangkanai

11.2%

Aro

8.4%

Dok-Koon

1.6%

Central
Mitr-Phol

56.5%

Wangkanai

11.2%

Lin

21.7%

Rai-Thip

0.3%

The most popular sugar brand for

men
Mitr-Phol

61.0%

Lin

28.4%

Wangkanai

10.0%

Rai-Thip

0.3%

ARO

0.3%

The most popular sugar brand for

women
Mitr-Phol

61.0%

Lin

28.4%

Wangkanai

10.0%

Rai-Thip

0.3%

ARO

0.3%

(Marketeer, 2013)

Healthy trend
The "clean eating" trend has inspired a back to basics approach in product
development and is an overarching theme in Innova Market Insights' Top Ten Trends list
for 2016. New global products tracked with "organic" claim have risen from 6.3% in the
first half of 2013 to 9.5% in the first half of 2015. A surge in "free from" launches and
"flexitarian" options has also been reported. A live webinar to be held on November
24 (4pm CET/10am EST) will provide an overview of all the key trends. "Clean and clear
labeling and 'free from' foods have all gained traction and moved on to the next level
during 2015," reports Lu Ann Williams, Director of Innovation at Innova Market Insights.
"While other emerging trends for 2016 include the rise of the part-time vegetarian
('flexitarian') consumer, interest in a return to food processing the natural or old-fashioned
way, the search for permissible indulgence and the re-establishment of links to 'real'

Figure 2 Surge in organic and gluten-free launch activity

food."

Top Trends for 2016 are led by:

1. Organic Growth for Clear Label: "Clear label" established itself as a key trend in
2015, with greater transparency and the focus on simpler products with fewer
artificial additives taking "clean label" to the next level. The biggest surge in NPD
has been reported in organic products, indicating that this will be a key platform
going forward in the short term, although the challenges involved may result in
more beneficial platforms for the clear label in the longer term.
2. Free from For All: Many consumers don't actually need products that are free
from gluten, wheat, and dairy, but are demanding them anyway, as they believe
them to be healthier. The industry has little choice but to respond and the recent

surge in mainstream gluten-free products has been incredible. Other "free from"
platforms are also gathering pace.
3. The "Flexitarian" Effect: The rise of part-time vegetarians, who have reduced their
meat consumption because of health, sustainability and animal welfare concerns,
is having a major impact on new product activity. This includes the technological
development and promotion of better-tasting products more reminiscent of meat,
as well as the use of alternative protein sources and more animal-friendly
processes.
4. Processing the Natural Way: Established food processing practices that have been
around for centuries are in the spotlight. They bring with them a natural and
authentic image to counteract some of the negative perceptions of heavily
processed foods. The health benefits of fermented foods are seeing increasing
awareness among western consumers. Newer technologies such as HPP may also
succeed if they are seen as a fresh alternative to using preservatives.
5. Green Light for Vegetables: Consumers know that they need to eat more greens,
but shy away because of taste expectations. Children can be encouraged to eat
more through hidden vegetable products, while the rise of fusion smoothies and
high vegetable pasta indicates that adults can also be encouraged to increase their
intake.
(Innova Market Insights, 2015)
The Top Health and Wellness Trends for 2016
The year 2016 comes as a fresh start for everyone. Start the year right by doing
good things, being productive with and engaging in a healthier lifestyle.
In 2015, we saw the introduction of wearable gadgets, the rise in popularity of
fitness programs like Zumba and Crossfit, and more people participating in marathons.
The upcoming year will build on those trends and produce even better solutions for health
and fitness. So, without further ado, here are the health and wellness trends that weve
compiled for 2016.

Figure 3 The top health and wellness

trends for 2016

A Popularity Surge for Fitness Gadgets

Youll probably see runners and joggers using wearable devices on their arms.
These small gadgets monitor heart rate monitor, counts footsteps, and tells how many
calories have been burned. Well, its likely youll see more people wearing them next year
as more of these devices will appear on the market.
Fitness trackers like Fitbit, Apple Watch, and Jawbone are popular in developed
countries like the US and Canada, and they will gain similar reception in the Philippines
since Filipinos are a gadget-crazy folk. Fitness gadgets could possibly be one of the most
dominant trends worldwide, based on a survey conducted by the American Academy of
Sports Medicine.
And it seems that there will be a wearable gadget that can monitor bio-signs other
than footsteps and heart rates. Spire has created a device that can monitor mood and
breathing, and can be used to alleviate stress. Take Up Right can help promote proper
posture so users can avoid back pains and possibly increase office productivity. Still want
more? Well, Bitbite will track eating manners and habits to help people to achieve their
fitness goals faster. Lastly, Muse helps meditate, and Moov promotes the form for people
who work out.
Souping and Healthier Food Options
If juicing was the in-thing in 2015, soup could possibly take center stage in 2016.
Some types of soups detoxify just as well as juices and are more filling. When taking a
soup-based diet, you dont have to give up food to feel healthy and satisfied, unlike
juicing. The soup contains all sorts of ingredients, which can make up a balanced diet.
Many restaurants offer healthy options today and companies that prepare and
deliver healthful meals will continue to grow in popularity as more people get interested
in eating healthy. After all, they dont have to give up local favorites like Lechon and pork
barbecue; they just have to be taken in moderation.
Yoga and Active Meditation
More and more Filipinos lead active and healthy lifestyles. Stress and anxiety can
creep in at any time, which highlight the importance of yoga and meditation. Yoga
has gained popularity in the US, and we see it getting a bigger following in the
Philippines. More people will recognize its benefits and sign up for sessions.
Aside from yoga, active meditation is also getting popular. Mindfulness
workshops teach people how to use meditation as a means of reducing stress, avoiding
depression, and finding inner peace. This allows them to perform self-awareness
meditation while doing common activities like walking, working, or traveling.
High-Intensity Interval Training (HIIT)
For a lot of people, losing weight is not enough. A toned figure not only looks
good but it can also make the body more resistant to diseases. An HIIT workout could
possibly provide these benefits through its intense but short exercises. The exercise
regime can be completed in 30 minutes or less.

High impact drills like pencil squats, sprinting in place, and other core exercises
are assembled to form a routine that shreds fat and builds muscle. Short periods of rest are
inserted between exercises to let the muscles recuperate.
Since HIIT is a versatile workout and can be structured with different types of
exercises. Fitness trainers can create a personalized version to suit specific body needs,
targeting the core muscles and specific muscle groups. Different variations of the training
are available on DVD and the internet.
Bodyweight Training
Bodyweight Training is one of the most popular workout routines in the world.
Unlike HIIT, its intensity and compilation of exercises are easier to do, allowing more
people to do the exercises.
The aim of Bodyweight Training is to boost your cardio, increase your
metabolism, and quickly burn body fat. Some of its exercises include pushups, burpees,
and squat jumps, with short rest periods in between. Like HIIT, workouts can be created
by fitness trainers, purchased from DVD stores, or viewed online.
Prepaid Healthcare Plans
Prepaid Healthcare plans are getting more popular with people, and it could
become the game-changer in 2016.
Prepaid health plans are paid once and cover a specific set of medical and health
needs. This means youll pay for only what you need. People can use different types of
prepaid plans to cover medical checkups, physical examinations and maintain health and
wellness. (philcare, 2015)
Consumer demand for organic has grown by double-digits nearly every year since
the 1990s. Most impressively, organic sales have increased from $3.6 billion in 1997 to
$43.3 billion in 2015. The outlook remains strong for organic products in the
marketplace. Average household penetration nationwide, according to SPINS, is about
75%. Millennialsa large and diverse generationare driving growth for organic,
particularly in urban population centers. Growing consumer interest centers from the
desire for transparency in the supply chain and to know where food comes from. More
research findings are also helping underscore the environmental, health, and economic
benefits of organic practices and products.

Despite continued supply challenges, 2015 was a year of significant growth for

the organic industry. In fact, 2015 brought the industrys largest dollar gain ever, adding
$4.2 billion in sales, up from the $3.9 billion recorded in 2014. To-date, the industry has
shown continuous and steady growth with a 10.8 percent growth rate in 2015, well above
that of the overall food market at 3.3 percent. The industry is coming together in
collaborative ways to build a secure supply chain that can support demand. E-orts to
secure more organic acreage, developing programs to help farmers transition to organic
and encouraging more farmers to farm organically are strategies that are being
undertaken. Organic food sales currently make up nearly five percent of total food sales,
while acreage devoted to organic agriculture is less than one percent of total U.S.
cropland. Research shows that organic creates economic growth, reduces poverty levels,
and should be seen as a key tool for stimulating rural economic development.
Policymakers have a role in supporting organic food and farming and bringing economic
opportunity to our counties, states, and country

(Organic trade association, 2015)

Chapter 3: Research methodology

Consumers perception and consumption behavior of Wangkanai organic sugar
product is quantitative research and one shot case. This studying has two categories are
1) Primary data
This information receive from questionnaire 300 sets
1.1
Demographic
1.2
Knowledge and understanding of consumer to the organic product.
1.3
Consumption behavior of Wangkanai organic sugar product.
2) Secondary data
This information receive from research of other organization that have
related and useful to our research thus
2.1
2.2
2.3

News, journal, business newspaper

Article, thesis, related research
Information on the internet

Targeting
Respondents are the population in Bangkok metropolitan region who has
age 18 years old and over. There are populations of 5,696,409 persons in Bangkok
(BMA data center, 2015: online) and there are 5,046,825 persons in vicinity (The
bureau of registration administration, 2015: online)
Sampling
Independent research study about Consumers perception and consumption
behavior of Wangkanai organic sugar product has focus to consumer live in Bangkok
metropolitan region who has age 18 years old and over for 300 persons by divided to
Step 1 Purposive sampling, choosing area for sampling
o Bangkok 200 persons
Sathon District
At Thai CC tower
Lat Phrao District
At Central plaza Lat Phrao
o Metropolitan 100 persons
Pathumthani province
At Future park Rangsit
Step 2 Independent sampling, choosing by comfortable of the researcher.
Sampling can be anyone in that area and have aged for 18 years old and over.

Chapter 4: Results
Consumers perception and consumption behavior of Wangkanai organic sugar
product in Bangkok metropolitan region is quantitative research and use the questionnaire
for collecting data in October. This research has the sampling for 300 persons by use
SPSS program / PC for Windows for find frequencies, average and percentage.
Researcher analyzes information from questionnaire and divides presentation to 3
parts are:
1) Population
2) Knowledge and understanding of consumer to the organic product.
3) Consumption behavior of Wangkanai organic sugar product.
Part 1: Population
From collecting data follow process of research, can conclude population follow
table 1-5 as follows
Table 1: Show amount and percentage of sampling by classified follow gender

From table 1: Sampling is female more than male by has female for 198 persons
or 66.0 percent (%) and male for 102 persons or 34.0 percent (%)

Table 2: Show amount and percentage of sampling by classified follow age

From table 2: The most of the sampling has age between 26 35 years old for 103
persons or 34.3 percent (%). The second group is 18 25 years old for 89 persons or 29.7
percent (%) and sampling that has 56 or more is the least group of sampling is 18 persons
or 6.0 percent (%).

Table 3: Show amount and percentage of sampling by classified follow status

From table 3: The sampling is single more than married. The sampling is single
for 205 persons or 68.3 percent (%) and married for 95 persons or 31.7 percent (%).

Table 4: Show amount and percentage of sampling by classified follow education

level

From table 4: The most education level of sampling is bachelor degree for 196
persons or 65.3 percent (%). The second group is lower bachelor degree for 63 persons or
21.0 percent (%) and sampling that has education level higher bachelor degree is the least
group of sampling is 41 persons or 13.7 percent (%).

Table 5: Show amount and percentage of sampling by classified follow occupation

From table 5: The most of the sampling is employee for 107 persons or 35.7
percent (%). The second is student for 67 persons or 22.3 percent (%) and the third is
business owner for 62 persons or 20.7 percent (%).

Table 6: Show amount and percentage of sampling by classified follow revenue per
month

From table 6: The most of the sampling has revenue per month is 10,001 20, 000
bath for 88 persons or 29.3 percent (%). The second is 20,001 30,000 bath for 76
persons or 25.3 percent (%). The least of the sampling has revenue per month is 40,001
bath and more for 35 persons or 11.7 percent (%).

Part 2: Knowledge and understanding of consumer to organic product.

Table 7: Show amount and percentage of sampling in part 2

From table 7: Information of knowledge and understanding of respondents about

organic sugar. In the first question the respondents who answer Yes have to do all of the
questions but if answer No, they have to skip to do 6th question. When consider can get
information as follows
Do you know organic sugar? The most of sampling answer Yes for 160
persons or 53.3 percent (%) and sampling for 140 persons or 46.7 percent (%) answer
No.
What is organic sugar in your understanding? (Can answer more than 1) The
most of the sampling answer produce from raw material that free chemical by has
chosen for 112 times or 28.4 percent (%). The second is clean and safe that has chosen
for 84 times or 21.3 percent (%) and the minimal selection is like general sugar that has
chosen for 9 times or 2.3 percent (%)
Do you believe in organic sugar that has the organic label or the organic
certification? The most of the sampling answer Yes for 142 persons or 88.8 percent
(%) and answer No for 18 persons or 11.3 percent (%)

Do you know, organic sugar-free chemical since cane growing process? The
most of the sampling answer Yes for 93 persons or 58.1 percent (%) and answer No
for 67 persons or 41.9 percent (%).
Do you know, organic sugar doesnt have contaminant that destroys health? The
most of the sampling answer Yes for 116 persons or 72.5 percent (%) and answer No
for 44 persons or 27.5 percent (%).
Organic sugar is one choice for consumption because sugar that free chemical
(follow the standard of organic sugar product) that well for the health of the consumer
and dont destroy the environment. Do you think this product interesting or not? Why?
The most of the sampling answer Interesting for 239 persons or 79.7 percent (%) and
answer Do not interesting for 61 persons or 20.3 percent (%).

Table 7.1 Cause of respondents who answer this product is interesting

Table 7.1 Cause of respondents who answer this product is not interesting

Part 3: Consumption behavior of Wangkanai organic sugar

Table 8: Show amount and percentage of sampling in part 3

From table 8: Information that respondent has answered in the part of

Consumption behavior of Wangkanai organic sugar. In the first question the
respondents who answer Ever have to do all of the questions but if answer Never,
they have to skip to do 8th question. When consider can get information as follows
Have you ever consumed Wangkanai organic sugar? The most of the sampling
answer Never for 210 persons or 70 percent (%) and answer Ever for 90 persons or
30 percent (%).
Do you see Wangkanai organic sugar sell at supermarket or mall always? the
most of the sampling answer Yes to 83 persons or 92.2 percent (%) and answer No
for 7 persons or 7.8 percent (%)
Where do you buy Wangkanai organic sugar? The most of sampling answer
Department store for 44 persons or 48.9 percent (%). The second is Convenience
Store/supermarket for 36 persons or 40.0 percent (%) and the minimal selection is
Healthy store for 1 persons or 1.1 percent %
Why you buy a product from that place? (From 3rd question) The most of the
sampling answer Convenience for 59 persons or 65.6 percent (%). The second is
Dependable for 14 persons or 15.6 percent and the minimal selection is Cheap price
for 7 persons or 7.8 percent.
How often do you buy Wangkanai organic sugar? The most of the sampling
answer 1 time per 6 months or more for 35 persons or 38.9 percent (%). The second is
1 time per month for 32 persons or 35.6 percent and the minimal selection is 1 time
per week for 5 persons or 5.6 percent.
Why you choose to consume Wangkanai organic sugar? The most of the
sampling answer Care your own health and family for 58 persons or 64.4 percent (%).
The second is Liking for 18 persons or 20.0 percent and the minimal selection is
Trend for 5 persons or 5.6 percent.
What media do you get information about Wangkanai organic sugar product?
(can answer more than 1) The most of sampling answer Billboards in department store/
supermarket by has chosen for 38 times or 27.1 percent (%). The second is Social
network that has chosen for 26 times or 18.6 percent (%) and the minimal selection is
Promotional events that has chosen for 7 times or 5.0 percent (%).
Wangkanai organic sugar is safe and free chemical sugar that Wangkanai group is
the first organization in Thailand by has pay attention since cane planting. In the future,
will you choose to buy Wangkanai organic sugar or not? Why? The most of the sampling
answer Buy for 174 persons or 58.0 percent (%). The second is Unsure for 80
persons or 26.7 percent and the minimal selection is Dont buy for 46 persons or 15.3
percent.

Table 8.1 Cause of respondents who answer will buy Wangkanai organic sugar
product in the future.

Table 8.2 Cause of respondents who answer unsure to buy Wangkanai

organic sugar product in the future.

Table 8.3 Cause of respondents who answer dont buy Wangkanai organic
sugar product in the future.

Table 8.4 Comment of respondents that have to Wangkanai organic sugar

Chapter 5: Conclusions and Recommendations

1. Population
All sampling has 300 persons. The most of the sampling has population
information as follows female for 66.0%, aged between 26 35 years old for 34%, single
for 68.3%, has education in bachelor degree for 65.3%, is employee for 35.7% and the
most of them has revenue 10,001- 20,000 baths per month for 29.3%

2. Consumer perception of Wangkanai organic sugar on the part of knowledge

and understanding
From studying consumer perception in the part of knowledge and
understanding, the most of the sampling know organic sugar 53.3% and who
known organic sugar has given the information as follows (2.1-2.4)
2.1

Consumer understanding about organic sugar

The most of the understanding is produce from raw material that
free chemical for 28.4%. The second is clean and safe for 24.3% and the
minimal selection is similar with general sugar for 2.3%

2.2

The trust of organic sugar that has organic label or organic

certification
The most of the sampling trust organic sugar that has organic label
or organic certification for 88.8%

2.3

Consumer perception about organic sugar-free chemical since cane

growing process
The most of the sampling know organic sugar-free chemical since
cane growing process for 58.1%

2.4

Consumer perception about organic sugar doesnt have contaminant

that destroy health
The most of the sampling know organic sugar doesnt have
contaminant that destroys health for 72.5%

3. Increasing consumer perception by information of organic sugar can effect to

interests of consumers
When sampling get to know about organic sugar, the most of them
interested in organic sugar for 79.7%

4. Consumption behavior of Wangkanai organic sugar product

From this studying of the sampling 300 persons, the most of them never
consume Wangkanai organic sugar for 70% and who ever consume Wangkanai
organic sugar has given the information as follows (4.1-4.6)
4.1

Experience to see Wangkanai organic sugar sell in supermarket or

mall
The most of the sampling always see Wangkanai organic sugar sell
in supermarket or mall for 92.2%

4.2

Place to buy Wangkanai organic sugar

The most of the sampling buy Wangkanai organic sugar at
department store for 48.9% and the second is convenience store and
supermarket for 40%

4.3

Cause of choosing to buy Wangkanai organic sugar product from that

place (from 4.2)
The most caused that sampling chooses to buy from that place is
convenient for 65.6%. The second is dependable for 15.6%

4.4

The frequency of purchasing Wangkanai organic sugar product

The most of the frequency to buy Wangkanai organic sugar product
is 1 time per 6 months or more for 35%. The second is 1 time per month
for 35.6%.

4.5

Cause of choosing to buy Wangkanai organic sugar product

The most of the sampling answer care their own health and family
for 64.4%. The second is liking for 20%.

4.6

Media that respondents receive information of Wangkanai organic

sugar product
The most of the sampling receive information of Wangkanai
organic sugar product from billboards in department store and supermarket
for 27.1% and the second is social network for 18.6%

5. Increasing consumer perception by information of Wangkanai organic sugar

can affect to decision to buy product in the future
When receiving information of Wangkanai organic sugar, the most of the
sampling will buy Wangkanai organic sugar for 58%. The second is unsure for
26.7% and the minimal selection dont buy for 15.3%

Result of hypothesis
1st hypothesis: The number of consumers who know organic sugar has more than the
consumer who doesnt know organic sugar.
Result: All sampling for 300 persons, the number of consumer who know organic
sugar is 160 persons or 53.3% have more than the number of consumer
who dont know organic sugar for 140 persons or 46.7%

2nd hypothesis The number of consumers ever consume Wangkanai organic sugar more
than the number of consumers who never consume Wangkanai organic
sugar.
Result The number of consumers ever consume Wangkanai organic sugar is 90
persons or 30% have less than the number of consumers who never
consume Wangkanai organic sugar is 210 persons or 70%.

3rd hypothesis The number of consumers who will buy sugar after receive information of
Wangkanai organic sugar more than the number of consumers who ever
consume Wangkanai organic sugar.
Result The number of consumers who will buy sugar after receive information of
Wangkanai organic sugar is 174 persons or 58.0% more than the number
of consumers who ever consume Wangkanai organic sugar is 90 persons or
30%.

Recommendations to the organization

1) From the result of research can be combined with the marketing plan in the
future for increase perception to the consumer. Maybe increased information
in the social network and radio because its easy to reach target group and get
the good feedback.
2) A lot of consumers dont know information of product so should have good
marketing plan to send information to the consumer.
3) A lot of consumers worry about the price of the product that may be high.
Should has strategy on the part of price and increase distribution channel for
consumer can reach product easily.
4) In the view of the researcher, the most of the consumer dont know
information, benefit, and background about this product. Should make media
about agricultural documentary for make consumer recognize about organic
sugar since cropping process to the production process for increase dependable
to the consumer and including support for farmers to protect the environment
even more.

References

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http://www.tandfonline.com/doi/abs/10.1080/00224549809600373
Assawanan, D. A. (2014, October 28). Healthy trend. Retrieved from
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Appendix

Questionnaire
Consumers perception and consumption behavior of Wangkanai organic sugar
product
in Bangkok, metropolitan region
Explanation: This questionnaire uses to collecting data about the opinion of the
consumer in Bangkok metropolitan region.
Detail: Questionnaire has three parts
Part 1: Demographic
Part 2: Knowledge and understanding of consumer to the organic product.
Part 3: Consumption behavior of Wangkanai organic sugar product
Note*: Please answer questionnaires completely and exactly as reality.
Please do mark in that match with respondents opinion
Part 1: Demographic
1.1 Gender
Male
1.2 Age

Female

18-25

26-35

36-45

46-55

56 or more
1.3 Status
Single
1.4 Education level
Lower bachelor degree
Higher bachelor degree
1.5 Occupation
Government officer
Business owner
Student
specify)

Married
Bachelor degree
Employee
Househusband/housewife
Other (Please

1.6 Revenue/month
Lower 10,000 bath

10,001-20,000 bath

20,001-30,000 bath

30,001-40,000 bath

40,001 bath and more

Part 2: Knowledge and understanding of consumer to the organic product.

2.1 Do you know organic sugar?
Yes

No (Skip to do 2.6)

2.2 What is organic sugar in your understanding? (Can answer more than 1)
Produce from raw material that free chemical
Dont destroy natural and environment
Use production process that without embellishments
The production is very punctiliously
Price is higher than general sugar
Clean and safe
Like general sugar
Other (Please specify)
2.3 Do you believe in organic sugar that has the organic label or the organic certification?
Yes
No
2.4 Do you know, organic sugar-free chemical since cane growing process?
Yes
No
2.5 Do you know; organic sugar doesnt have contaminant that destroys health?
Yes
No
2.6 Organic sugar is one choice for consumption because sugar that free chemical (follow
the standard of organic sugar product) that well for the health of the consumer and dont
destroy the environment. Do you think this product interesting or not? Why?
Interesting
because
Do not interesting because

Part 3: Consumption behavior of Wangkanai organic sugar.

3.1

Have you ever consumed Wangkanai organic sugar?

Ever
Never (Skip to 3.8)

3.2

Do you see Wangkanai organic sugar sell at supermarket or mall always?

Yes
No

3.3

Where do you buy Wangkanai organic sugar?

General store (market, store near house) Convenience Store/supermarket
Department store
Healthy store

3.4

Why you buy the product from that place? (From 3.3)
Convenience
Cheap price
Have many choices
Dependable

3.5

How often do you buy Wangkanai organic sugar?

1 time per week
1 time per month
1 time per 3 months
1 time per 6 months or more

3.6

Why you choose to consume Wangkanai organic sugar?

Care your own health and family Trend
Price
Liking

3.7

What media do you get information about Wangkanai organic sugar product?
Newspaper

 Magazine
Social network
Promotional events
Advice from peers
Billboards in department store/ supermarket
Radio advertising in department store/ supermarket

3.8
Wangkanai organic sugar is safety and free chemical sugar that Wangkanai group
is the first organization in Thailand by has pay attention since cane planting. In the future,
will you choose to buy Wangkanai organic sugar or not? Why?
Buy
because
Dont buy because
Unsure
because
3.9
How about your opinion on this product?