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Title: Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok
Authors: Valeeratana Kalani Sinsawasdi
Chutamas Jayuutdiskul
Prangmilint Montriwat
Karunee Kwanbunjan
Mahidol University
Keywords: Agricultural and Biological Sciences;Business, Management and Accounting
Issue Date: 1-Jan-2020
Citation: Journal of International Food and Agribusiness Marketing. (2020)
Abstract: © 2020 Taylor & Francis Group, LLC. Focus group interviews of parents of 10- to 12-year-old children in Bangkok, Thailand, were conducted to understand how they made milk and yogurt purchase decisions. The transcript analysis indicated five key themes with no differences observed among socioeconomic status groups. These themes revealed the societal value of being tall; and a firm belief that the consumption of milk, but not yogurt, helped to increase final adult height. Overall, parents had low confidence in their buying decisions. These findings may assist both policymakers and the dairy industry in improving food labeling and developing consumer communication strategies.
ISSN: 15286983
Appears in Collections:Scopus 2020

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