MARKETING STRATEGIES OF DRIED FRUITS AMONG CHINESE CONSUMER

Abstract

This study examines the factors influencing Chinese consumers' purchase intentions for Thai dried fruits, focusing on demographic characteristics and marketing mix elements (product, price, place, and promotion). Using a questionnaire-based survey of 400 respondents, the research identified key drivers, including product quality, price flexibility, and promotional strategies. The findings suggested that high-income consumers prioritize quality and branding, while price-sensitive groups responded to discounts and smaller packaging. Limitations such as the absence of product classification analysis and region-specific data were identified, leading to recommendations for targeted marketing strategies and future research. This study provides actionable insights for Thai dried fruit brands seeking to optimize their market presence in China.-