Knowledge sharing from farmer/processor and the perceived benefits of processed banana consumers

This study aimed to find what knowledge can influence consumers to perceive benefit in order to make decision to purchase processed banana products in the Thai market. There might be an opportunity for farmers/suppliers to understand what knowledge they have and what can be shared with consumers. Consumers will also be able to benefit by justifying the money they spend. In-depth personal interviews and observations were adopted as the data collection approach by interviewing farmers who both grow bananas and sell processed banana products in the Thai market, as well as consumers who buy and consume processed banana products. The result found that knowledge sharing from farmers/processors to consumers is important. Knowledge from farmers/ processors should be considered and relevant information selected prior to sharing with consumers, based on five groups of consumer categories. In this study, knowledge from farmers/processors cannot target all types of consumers. There are some consumer segments that need different types of knowledge from various sources.