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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
How
The key functions of Consumption are fulfilled through the following process:

1) The customers make purchase decisions based on need and in
response to the marketing a mix of retailers. Share their experience
and opinions in various social media groups such as WeChat (微信) or
ZhiHu (知乎);
2) For the segment of “New Entry”: Start a trial of Thai fruits following
words of mouth recommendation, or after experiencing Thai fruits in
oversea travel;
3) For the segment of “Frequent User”: Demand for convenience and
shopping for value by comparing competing sources;
4) For the segment of “Connoisseur”: Happy to pay a premium for quality
and safety, and Search for specialty, exoticness, and authenticity. They
are the patrons of higher-end shopping mall and specialized online
store.

Observation

There are notable changes in consumer behavior due to “Higher income”,
“Convenience of Online & Offline Shopping”, “Health Concern” and “Social
Demography” (Table 2.20):

1) Higher income enables Chinese consumers to buy fruits in larger
quantity: The average fruit consumption is more than 50kg per
person per year and more than half of the consumers will take fruit
every day. With higher purchasing power, they have a broader
perspective and more choices. The consumption scenario extended
from meals to non-meal, such as an afternoon tea and snack, with
a taste for exotic and authentic products. Imported or domestic
produce with recognized brands or GI (Geographical Indication) will
be preferred;
2) With the convenience of online & offline shopping, Chinese consumers
may demand easier access. An online exchange will enhance the role
of tech-savvy young people, where they produce and search for
information and become shrewd buyers, conduct “group buying” in
communities, and seeking acceptance in social networks, when fruit
consumption enhances the public persona (⼈设);

60 Supply Chain