ANALYSIS OF CONSUMER BEHAVIOR TOWARD CASHEW APPLE VALUE ADDITION
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Abstract
Introduction: Lack of familiarity with the cashew apple among most Thai consumers results in economic losses and waste from discarded fruit. However, adding value to and creating a favorable perception of the cashew apple could generate income for farmers and expand choices for consumers. Objectives: (1) analyze consumer behavior regarding the perception of information on added-value cashew apple products and (2) propose guidelines for adding value to processed cashew apple products. Methodology: This survey research collected data via questionnaires from a convenience sample of 100 participants. The study examined the difference in consumer behavior before and after exposure to a video on the value of the product. The data were analyzed using a Paired Sample t-test to compare behavior before and after receiving product information, and a Constant Comparison method to analyze value-adding guidelines for the discarded cashew apple.Result: The study found statistically significant differences in all aspects of consumer behavior—namely, price, information, and product after they were exposed to the information. Following this exposure, consumers demonstrated a greater willingness to purchase the product. The study also concluded that marketing communication about the product's value can successfully add value to processed cashew apple products. Conclusion: Communicating information about processed cashew apple products that elicits positive consumer affect, conveys a perception of product value and perceives value exceeding the price paid fosters the recognition of added value. This process subsequently influences consumer attitudes and purchase intentions
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