JEO: Journal Articles

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Browsing JEO: Journal Articles by Subject "Agribusiness Management"

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    A Feasibility Study on the Production andDistribution of Processed Herbal Tea Products
    (Chulalongkorn University Printing House, 2011)
    Thaisom, Rungthip
    ;
    Charoenkijjarukorn, Phattrapong
    ;
    Raksakaew, Achira
    ;
    University of the Thai Chamber of Commerce. Journal Editorial Office
    The objective of this feasibility research was to study and develop a marketing planfor the processing of herbal tea products. Key factors influencing consumerpurchasing decisions are 1) quality of product and standard of materials used,2) quality of packaging. For example, the product label details must be easy to read,3) purchasing should be simplified; the product readily available, 4) not overpriced,and 5) relevant marketing promotion. The analysis of focus groups found that initiallyherbs were classed with vegetables such as ginger, lemon grass, galangal andkefir lime leaf, which are commonly used in their daily lives. The result of in-depthinterviews about production and distribution possibilities found that consumers hadlittle knowledge of the benefits of Thai herbs. Therefore, descriptive labels explainingthe benefits of herbs are crucial for consumer decision making. However, the interviewresults found that it is important to have government agency oversight of thestandards and quality of processing herbal products, to encouraging farmers to plantwidely, providing marketing support, and supporting the herbal database for farmers.
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