THE DEVELOPMENT OF EXTERNAL IMAGE OF THE THAI PROCESSED FOOD INDUSTRY

Abstract

The processed food industry is an industry that considers consumer safety, particularly as it poses a high risk of widespread and serious harm to consumers. The external image is therefore important for system management and is a driving mechanism to achieve the goals. This research aims to 1) study the importance of factors affecting the external image development of Thailand's processed food industry, 2) study product value, customer knowledge, brand attributes and advertising that influence the external image of the processed food industry and 3) To develop the external image of Thailand's processed food industry, by quantitative research mainly answers research problems and attended by qualitative research to clarify the results. For the quantitative research part, the research sample consisted of 340 consumers. The sample size was determined based on the criterion of 20 times the 17 observed variables. They were selected via stratified sampling. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 15 key informants consist of executives or representatives from public and private sectors. Data were analyzed with content analysis. The findings showed that:               1) brand attributes, customer knowledge, advertising and external image of the processed food industry were the most important at the highest level while product value was at the high level, 2) key factors influencing the external image of the processed food industry sorted, including product value, brand attributes, customer knowledge and advertising and  3) External image of Thailand's processed food industry Entrepreneurs develop through the P-C-B-A process by providing realistic information, communicating through various channels to reach target audiences and developing them to meet food industry safety standards. To contribute to the reliability and accepted by consumers. The findings of the research will benefit to Ministry of Industry, entrepreneurs can effectively formulate policies to develop the external image of the processed food industry.