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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2919

Title: Industrial customer journey of eco-friendly food packaging in Thailand
Authors: Soonravee Satjawatcharaphong
Keywords: Industrial Consumer
Customer Journey
Eco-Friendly Food Packaging
Issue Date: 2017
Publisher: Bangkok University
Abstract: In digital age, attention from consumers is hard to win. There are many businesses compete in digital platforms to snatch consumers’ attention at every stage, which consumers have interactions with brands. Some industrial consumers might begin with searching on search engine, visiting website and making a contact, or there might have other different ways consumers act when seeking for information and products. It is important for marketers to find customer journey towards eco-friendly food packaging, then developing marketing strategies by adding triggers to each touchpoint in order to grab their attention, and to enhance a reduction of plastic consumption to make the world beautiful. As the rising of digital communication content in this digital era, the target consumers might know the brands from corporate websites that are faces of the brands, so the marketers must focus on websites’ content, which the industrial consumers pay attention, are possible for improving environmental consciousness. This study is a qualitative research with purposes 1) to study the customer journey of industrial consumers when start exploring until purchasing eco-friendly food packaging 2) to find the content of eco-friendly food packaging website that industrial consumers give priority to focus on. Documentary research and in-depth interview with industrial consumers of eco-friendly food packaging are applied to accomplish objectives of the study. The researcher found that for awareness stage, industrial consumers use both online and offline channels to find information about particular topics they are interested, then exploring more on each brand’s website becomes the next consideration step. In purchasing stage, industrial consumers drop out from website, and choose email or Line instead. Moreover, when most industrial consumers visit eco-friendly food packaging websites, the content they firstly focus is product catalog, followed by product details. Company profile is ranked at third, come after by customer reference. Meanwhile, most industrial consumers tend to ignore news and activities topic, because they think it is not necessary to focus on when seeking for some packaging to buy. If the brands want to generate traffics to this topic, the headline of the articles must be eye-catching in order to drive consumers’ interest.
Description: Independent Study (M.Com.Arts)--Digital Marketing Communications, Graduate School, Bangkok University, 2016
Advisor(s): Chutima Kessadayurat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2919
Appears in Collections:Independent Studies - Master

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