Increasing Growth Opportunities for Non-heavy and Heavy Users–A Case Study of Yogurt Cups in Thailand

• Main Authors: Opas Ruangthammakit, Winai Wongsurawat
• Other Authors: Shinawatra University
• Published: 2019
• Subjects: Agricultural and Biological Sciences; Business, Management and Accounting
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/44855
• Institution: Mahidol University

© 2018, © 2018 Taylor & Francis Group, LLC. What distinguishes heavy and non-heavy users, and which sub-segment of non-heavy users exhibits a stronger potential to become heavy-users? The study selected yogurt cups as an example of a Fast Moving Consumer Good (FMCG) for examination. Attitude t...