Publication: Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok
Issued Date
2020-01-01
Resource Type
ISSN
15286983
08974438
08974438
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2-s2.0-85097140293
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Mahidol University
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SCOPUS
Bibliographic Citation
Journal of International Food and Agribusiness Marketing. (2020)
Suggested Citation
Valeeratana Kalani Sinsawasdi, Chutamas Jayuutdiskul, Prangmilint Montriwat, Karunee Kwanbunjan Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok. Journal of International Food and Agribusiness Marketing. (2020). doi:10.1080/08974438.2020.1848689 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/60358
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Title
Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok
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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.