IMPACT OF FROZEN FOOD IMPORTS ON COMPANIES IN SAMUT SAKHON

Abstract

The study on the impact of frozen food imports on companies in Samut Sakhon aimed to assess how these imports affect local business competitiveness and consumer purchasing decisions. Utilizing qualitative methods, including document analysis and interviews with 20 key informants—entrepreneurs, retailers, and consumers—the findings revealed that the growing market share of imported frozen foods intensified competition, prompting local businesses to revise pricing strategies and emphasize product differentiation. This shift toward branded imports negatively affected local product sales. While frozen food imports increased variety and alleviated food shortages, they also placed pressure on the local economy and raised health concerns about preservatives. Additionally, the environmental impact of packaging waste highlights the need for better regulatory measures. Factors influencing consumer choices include perceived quality, brand awareness, variety, price, health considerations, convenience, and overall economic conditions, all of which shape the dynamics of the frozen food market in Thailand.