This research aimed to study the demographic characteristics and marketing mix affecting in consumer behavior on fresh pineapples of Thailand. The population is the consumer of fresh pineapples in asia including China, Hong Kong, Laos, Singapore, Malaysia, Myanmar, Vietnam, Cambodia and Thailand. The research instrument consisted of questionnaires to 405 foreigner tourists.
The research found that most of the respondents were female, age range of 21 to 40 years, and hold the most bachelor's degree or equivalent. They have a career as an employee. The average monthly income was 29,628.35 baht, standard deviation of 52,773.17 baht. The consumption behavior study revealed that most of them had a purchase frequency of 1 time per month, buy from traditional market with 21 to 40 Thai baht each. The purpose was for self-consumption. The consumer gives high level of importance on all marketing’s mix and want to buy fresh pineapple of Thailand because of the teste is good. If dried pineapple are processed, they will be purchased as souvenirs. Occupational demographic factors of consumers and frequency behavior factors affect the decision to consume fresh pineapple. The behavioral factors of purchase frequency were related to the marketing mix.