Title: Banana flour goes to market: the marketing mix to introduce banana flour to the consumer market

Authors: Adisak Suvittawat

Addresses: School of Management Technology, Suranaree University of Technology, 111 University Avenue, Muang District, Nakhon Ratchasima 30000, Thailand

Abstract: These quantitative research projects focused on the reactions of consumers to the marketing mix of banana flour in Thailand. The study was conducted with a random sample of four hundred participants among shoppers in grocery stores. The results show that the consumers are aware of the banana flour product. The product has the right consistency is in unbleached and sold in packages of pound or a kilogram. The banana flour price, the health conscious consumers do not mind to pay a premium price for premium product. Sales promotions help introduce banana flour to the general consumers and the promotion on-line appears to be more effective than printed media. The sales person may actually be the most effective way of promoting the product as it still requires a lot of education and convincing. Promotion and distribution appears to go hand in hand importance from the perception of the consumers.

Keywords: banana flour; banana starch; marketing mix; musa.

DOI: 10.1504/IJBG.2025.144854

International Journal of Business and Globalisation, 2025 Vol.39 No.3/4, pp.442 - 456

Received: 03 Feb 2021
Accepted: 09 Jun 2021
Published online: 06 Mar 2025 *

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